Is Interactive the Future of Advertising?

Posted on: May 13th, 2015 by Darryl McDonald No Comments

 

Consumers today understand that marketing analytics have a place in their lives, particularly in personalizing their shopping experiences and recommending relevant products and services. Unfortunately, even the best analytics can go bad, especially when they don’t see the bigger picture. We’ve all encountered the online ad that missed its mark and wouldn’t go away, despite         Read More…

Owning the Customer Experience

Posted on: April 30th, 2015 by Darryl McDonald 2 Comments

 

There’s a meme making the rounds that highlights how new economy companies have turned the traditional ownership model upside down. It points out that the world’s largest taxi company (Uber) owns no cars, the world’s soon-to-be-largest hotelier (Airbnb) owns no properties and some of the world’s largest media companies (Google, Facebook) own little if any         Read More…

So You Want to Be Disruptive? Not So Fast.

Posted on: March 25th, 2015 by Darryl McDonald 1 Comment

 

Sometimes, it feels like businesses know us better than we know ourselves. We let Facebook pick our friends and Twitter filter our news. Google knows where you’ve been and Uber knows where you’re going. All of this customer knowledge is driven by data analytics tools, but even the best analytics can get off track if         Read More…

Let’s Talk About the Weather

Posted on: March 11th, 2015 by Darryl McDonald No Comments

 

Or, as they like to say in Boston these days, let’s not. Weather has been the topic of conversation in much of the United States lately, for better or worse. As a record-breaking winter comes roaring to a close, New Englanders have at least found some measure of consolation in the fraternity of their fellow         Read More…

Driving with Daisy

Posted on: February 25th, 2015 by Darryl McDonald No Comments

 

The imminent arrival of the connected car has had me looking at data-driven marketing in a new light. Google has already introduced an early version of its driverless cars for testing, and Tesla could have a driverless auto on the market before the year is out. Apple too is rumored to be entering the fray.         Read More…

The Data-Driven Market 2.0

Posted on: February 4th, 2015 by Darryl McDonald 2 Comments

 

What a difference a year and a half can make. We marketers are used to living in a fast-paced world, but even by our accelerated standards the last 18 months have been driven by a sense of urgency around improving the customer experience. And increasingly, significantly, that experience is being driven by data. The release         Read More…

A (Happy) Marriage of Convenience

Posted on: January 28th, 2015 by Darryl McDonald No Comments

 

The idea behind mobile marketing is to make things more convenient for customers by treating them as the individuals they are. Who better to illustrate that than 7-Eleven, the company that refined and redefined the concept of the “convenience” store? 7-Eleven, for those of you who don’t know, started out in the ice business in         Read More…

The Art And Science Of Creating Meaningful Customer Interactions

Posted on: January 21st, 2015 by Darryl McDonald No Comments

 

It’s time to start building something new. A new way to understand customers, a new way to interact with them and a new way to better serve them. There is nothing more important in today’s marketing environment than creating an unprecedented customer experience—one that recognizes, honors and exceeds individual customer expectations…every time. The modern marketing         Read More…

 

We’re mid-way into the first month of 2015. Much of the reading I’ve been doing this week looks at the role and evolution of big data. I’m excited to see how far we can push the possibilities of big data in 2015, and am confident that the marketing industry will continue to take the lead         Read More…

A Man, His Dog and Their Microchips

Posted on: December 17th, 2014 by Darryl McDonald 1 Comment

 

I like to think that the time I spend walking my dog, Harley, is my down time, when I unplug from my workaday world of data and technology. In reality, Harley and I may leave the home but we never really leave the grid. Like over four million dogs and cats, Harley has a microchip         Read More…