by Dan Naylor | Mar 15, 2016 | Audience Research
This morning, I was stuck by a story on BBC Radio Four that highlights the strength of benchmarking and demonstrates real insight from segmenting data. The story was about a study conducted by the MOD and published this morning in the Lancet. Service personnel ‘more...
by Dan Naylor | Mar 7, 2016 | Campaign Performance
It is easy to spot pages that are blending content. “Our product is the fastest, most economical, cleanest and most comfortable in its class.” Regardless of whether this is even possible, none of these attributes will all appeal to a single customer. As marketers, we...
by Dan Naylor | Mar 3, 2016 | User Journey
The landscape of different user experiences and marketing content is the user journey. Successfully managing the user journey is much talked about but rarely delivered. Whereas marketing used to be about what you said, it is increasingly integrated with how you act...
by Dan Naylor | Feb 15, 2016 | Behavioural Science
To predict behaviour at scale we need to understand how people behave within a group or community. Mapping an audience and understanding online influence is crucial to maximise the desired outcome, whether to reach audiences, engage for the first time or deepen an...
by Dan Naylor | Feb 3, 2016 | Audience Research
Stop and think. Where did the definition of the target audience you are currently working to actually come from and how often is it revisited. When asked directly most marketing people don’t know. The target audience definition can be a little like internal folklore,...
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