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Should You Conduct That Intercept Study? | Digitaliy
https://digitaliy.wordpress.com/2012/01/21/should-you-conduct-that-intercept-study
Digital.Strategy.Analytics.Thoughts. Should You Conduct That Intercept Study? Posted by Iyiola Obayomi. January 21, 2012. Intercept studies have been around for over a decade, but there are abundant concerns about their relevance. In this two-part series, the key challenges and limitations of these studies will be outlined, as well as their value. Collectively, these forces made the deployment of intercept studies a staple of many digital campaigns. Evaluate the complementary effect of concurrent or sequ...
Can Analytics Drive Marketing Strategy? | Digitaliy
https://digitaliy.wordpress.com/2012/06/16/can-analytics-drive-marketing-strategy
Digital.Strategy.Analytics.Thoughts. Can Analytics Drive Marketing Strategy? Posted by Iyiola Obayomi. June 16, 2012. Markets can be unforgiving; therefore, it is in the best interest of marketers to harness rigorous quantitative, objective evidence to understand the market, to position, and to continuously adapt. Marketing analytics provides a slew of solutions towards this end. How much of a role does (or should) marketing analytics play in the marketing strategy process? This category of analytics sol...
Rethinking the Value of Interactive Dashboards | Digitaliy
https://digitaliy.wordpress.com/2012/03/17/rethinking-the-value-of-interactive-dashboards
Digital.Strategy.Analytics.Thoughts. Rethinking the Value of Interactive Dashboards. Posted by Iyiola Obayomi. March 17, 2012. It’s time to rethink the value of interactive dashboards. The value of these appealing tools ironically lies in data aggregation, not in the visually appealing reports. Brand and business leaders should reorient their expectations and evaluate the tools from their data analysis enhancement capabilities rather than from line managers’ usage. The original case made for these dashbo...
It’s Time to Compete With Analytics Consultants | Digitaliy
https://digitaliy.wordpress.com/2012/03/03/its-time-to-compete-using-analytics-consultants
Digital.Strategy.Analytics.Thoughts. It’s Time to Compete With Analytics Consultants. Posted by Iyiola Obayomi. March 3, 2012. Analytics has evolved to the point where organizations should look for corporate analytics partners to deploy standardization, insights, experimentation, and organizational learning. While outsourcing is seen as an option for organizations in the early phases of competing in the analytics journey. Creating Business Value with Analytics – David Kiron and Rebecca Shockley. The adva...
Will Personalization Relegate Segmentation To History? | Digitaliy
https://digitaliy.wordpress.com/2012/02/18/will-personalization-relegate-segmentation-to-history
Digital.Strategy.Analytics.Thoughts. Will Personalization Relegate Segmentation To History? Posted by Iyiola Obayomi. February 18, 2012. You may have wondered whether we still need segmentation-based targeting when technology has made personalization-based targeting possible. This piece argues that segmentation will continue to be a key marketing tool because segmentation plays some vital roles that may never be addressed by personalization. The case for segmentation. While it is an appealing stance to b...
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Digitaliy | Digital.Strategy.Analytics.Thoughts.
Digital.Strategy.Analytics.Thoughts. Improve Your Campaign Effectiveness With Contextual Segmentation. Posted by Iyiola Obayomi. May 18, 2013. Rethinking the Value of Interactive Dashboards. Posted by Iyiola Obayomi. March 17, 2012. Metrics Overload (Part 1): A Disservice to Analysts and Marketers. Posted by Iyiola Obayomi. November 12, 2011. The imperative for key performance indicators (KPIs) is firmly established, but many analysts continue to dump loads of metrics on clients, confusing rather than cl...
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