Marketing Analytics Maturity Phases In -a recent post, Apollo founder Bryan Mason discussed the data needed to support advanced marketing analytics methods. In this series of posts, I will be discussing how to use this potentially enormous data stream across the four phases of the analytics...
Multi-Touch Attribution In previous posts, I have talked about understanding the buyer’s journey on the way to a sale. Marketers need to know which touch points along the journey are most important so they can increase spend on what is working. Multi-Touch Attribution is a marketing...
In my last post I described what advanced marketing analytics is and how it improves marketing effectiveness – getting the most bang for the advertising buck. In this post, I am going to explain why Advertising Agencies who ramp up their marketing analytics offerings will...
Advanced Marketing Analytics Marketing analytics techniques are used to determine what marketing approaches are working and not working. Once you know that, you can focus your efforts on what is working and therefore increase your overall marketing effectiveness. In order to gain insights that can be leveraged...
My work this year has shown me how the pandemic has affected companies very differently. As you all know, industries depending on in person sales (restaurants, stores, etc.) have faced massive challenges to stay in business. Other industries were much less affected. It also showed...
I have not written any posts since the beginning of the pandemic. I did not feel comfortable just carrying on as if nothing had changed. For the last nine months, I have worked diligently to help my clients get PPP and other loans, developed many...
How do you set prices today? Generally, when I ask potential clients this question, they tell me they set prices to match their competitors, only 5% less. This is a terrible pricing strategy. As a small company, it is extremely unlikely that you will be...
So how do airlines use pricing to get the most money when everyone who wants to fly seeks to spend as little money as they can? Airlines offer bargain fares under certain conditions but they can’t make any money if they filled the plane with...
Some department stores use pricing to drive you to buy now, in other words-urgency. They have lots of short single day, weekend or three day sales. These sales are generally not on everything, but a lot of items are included. Most often, they send out...
With the addition of Ed Holmquist as the Vice President of Marketing Analytics, Apollo is adding a new Marketing Analytics service offering. Marketing analytics is the art of using data to improve marketing effectiveness while reducing its cost. The Apollo Consulting Group believes that using data...
