Comments on: The absolutely epic Periodic Table of Marketing Signals https://chiefmartec.com/2016/08/epic-periodic-table-marketing-signals/?utm_source=rss&utm_medium=rss&utm_campaign=epic-periodic-table-marketing-signals Marketing Technology Management Mon, 05 Sep 2016 18:02:08 +0000 hourly 1 https://wordpress.org/?v=6.2.4 By: Oliver Dechant https://chiefmartec.com/2016/08/epic-periodic-table-marketing-signals/#comment-423938 Mon, 05 Sep 2016 18:02:08 +0000 https://chiefmartec.com/?p=1669#comment-423938 Data can be used to reflect whatever we want it to – both good and bad. Anyone who understands basic statistics or finance would never completely trust any numbers at face value. Finding real goals is still required and having standardized metrics is hugely important in this regard. Relevance and understanding is key.

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By: Frank Ramirez https://chiefmartec.com/2016/08/epic-periodic-table-marketing-signals/#comment-423564 Thu, 01 Sep 2016 23:58:28 +0000 https://chiefmartec.com/?p=1669#comment-423564 Frameworks are seductive and data driven folks love to break down the minutia to gain insights. I know because I have done that myself. But the truth is that you can also get lost boiling the ocean. Embedded in all the formulas are simplification tactics like use of aggregation and addition of weighting factors. These are necessary and also idiosyncratic (the art in the science) Finally, fragmentation of “singles” (BTW they are metrics no need to brand them) fails to account for the Halo effect of mutually reinforcing events across different tactics.

Net, getting lost in the minutia can have a huge opportunity cost. IT erodes time spent generating the big idea, the creative idea that breaks through the noise and makes everything else – irrelevant. As much as the data geeks (me included) would like to think experimentation, machine learning, automation and a spreadsheet is the answer – it is not. Data is not the answer- data is just food for the creative machine called your brain.

Know your customer and then get creative. If you spend all your time trying to isolate the relative contributions of individual tactics to define and optimum mix – well your paint by numbers tactics will fall flat and get lost in a sea of “me too” marketing. Boring – zzzzzzzzzzzzzzzzzzzzzzzzzzzzz. Data should be used to inspire creativity – not to replace it. So remember to occasionally put down the spreadsheet and actually go talk to customers face-to-face – you will be amazed at what you learn when you get out of the laboratory and into real life. 🙂 . Oh and BTW – its also a heck of a lot more fun.

https://www.linkedin.com/in/frankjramirez

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By: Pawel Piejko https://chiefmartec.com/2016/08/epic-periodic-table-marketing-signals/#comment-423501 Thu, 01 Sep 2016 14:18:35 +0000 https://chiefmartec.com/?p=1669#comment-423501 And what is the purpose of this “periodic table”?

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