Clik here to view.
Another shot from the Koby side: Customer as Pantheon
International sport is sublimated warfare, as anybody who follows the Olympics from a chauvinistic point of view should confess. As the latest summer games get underway, it’s good to think back, way...
View ArticleClik here to view.
What Worries the CMO? Fathoming the Human Heart.
Chief marketing officers (CMO) exist to generate demand for their companies’ ongoing value propositions. CMOs realize they have the trickiest job in the business world: gain actionable insight into the...
View ArticleClik here to view.
Go ahead and read it: “The V Monologues” by James Kobielus
Chief Marketing Officers get a bit squeamish when the discussion turns to what’s “down there.” They know that everybody has one–a squirmy mess of data–and that every mature marketing professional must...
View ArticleClik here to view.
Targeted Marketing: When Does Cool Cross Over to Creepy?
Targeting. That’s a term of art in marketing. It’s also a term of art in marksmanship. That double-entendre should make you stop and think. We can target customers more accurately if we have an...
View ArticleClik here to view.
Koby Post: Materializing the Data of Desire in Digital Marketing
Desire is deeper than want. It is an expression of the customer’s subconscious, and, as such, it is not something that most of your customers can put into words. Desire expects to be dazzled, whereas...
View ArticleClik here to view.
Koby Asks: What Keeps the Chief Marketing Officer Up At Night?
The average Chief Marketing Officer (CMO) is a time-stressed professional who wears his or her sleep deprivation like a badge of honor. They let anything and everything keep them up at night, including...
View ArticleClik here to view.
Koby Asks: Must You Sacrifice Privacy for Social Business?
Mind your own beeswax! A cynic might say that social business–one of the hottest new focus areas in multichannel marketing and engagement–is all about everybody minding everybody else’s business, not...
View ArticleClik here to view.
Don’t Force-March All of Your Customers to a New Improved Experience
For business trips, I recently bought a small rollerboard–you know, the kind you stow in the overhead compartment in a commercial airliner. Big deal, you say. Well, that was a mildly wrenching decision...
View ArticleClik here to view.
Shopping Happiness is Bursts of Spontaneity Within The Routine
If you’re a modern merchant, you know a lot about the kinds of products and services that your customers crave. You probably have a good handle on which specific offerings they seek out and toss into...
View ArticleClik here to view.
Influence Attribution in Marketing is an Inexact Science…At Best
The old adage “walk a mile in my shoes” is something that no marketing professional must ever forget. It’s a happy coincidence that the word “path” lies inside “empathy.” You shouldn’t flatter yourself...
View ArticleClik here to view.
Generational Segmentation has Become a Marketing Industry Joke
Customers are all unique individuals. However, marketing professionals tend to resist the notion that they should engage each customer uniquely. And that’s for a simple reason: you can’t truly...
View ArticleClik here to view.
Please Don’t Alchemize Social Sentiment into Fool’s Gold
Zeitgeist refers to something that any of us can relate to: social sentiment, in other words, the spirit of the times (these we live in or previous eras). It’s also one of the most pretentious words in...
View ArticleClik here to view.
Big Data’s Growing Impact on Hollywood’s Creative Process
Anything that’s currently big in popular culture is fair game for the full Hollywood treatment. In fact, I wouldn’t be at all surprised to see a “Big Data” movie or three in development at this time....
View ArticleClik here to view.
Whitepaper: Big Data Analytics For A Holistic Customer Journey
Any company that hopes to serve its customers better needs to walk the proverbial mile in their shoes. Every customer you will ever acquire will settle into a core set of patterned interactions with...
View ArticleClik here to view.
Don’t Aggravate the Aggregate with Continuous Campaigning
Marketing campaigns that go on too long carry the seeds of the pushback that may some day erase all of their gains. At first glance, a campaign is something that seems to be bounded in time. Whether it...
View ArticleClik here to view.
Analytics Illuminate Stab-in-the-dark Recommendations
Analytic-optimized recommendations are a prime engine of e-commerce. Recommendation engines, aka “next best action” platforms, execute according to a core analytic action grammar, which I’d...
View ArticleClik here to view.
Koby Explores The Aromatic Ambience of Customer Experience
Customer experience isn’t something you can put your finger on, but, good or bad, it has a vibe that’s practically tangible. Customer experience is an ambience–in other words, a cloud of qualities that...
View ArticleClik here to view.
Koby says: “Pay Your Customers What They’re Worth to You”
Online retailers, e-commerce companies, and other moneymaking enterprises often talk about customer lifetime value. What piece of that value, if any, enriches the customer directly? The old-school...
View ArticleDetecting the Signs of Drama and Drift in Customer Loyalty
In business circles, it has become fashionable to subscribe to the notion that discrete “moments of truth” determine whether customers stay with you or fly the coop. However, that’s merely one-half of...
View ArticleClik here to view.
The Irreducibly Human Center of Streaming Music Algorithmics
Anybody who follows me on social networks knows that I’m constantly listening to music while I work. You know that because I’m not shy about plugging the best of it through tweets, Facebook status...
View Article
