I’ve been on the CMO and marketing leadership team for almost two years, working behind the scenes with David Cooperstein, Luca Paderni, and Tracy Stokes on our research on marketing mix modeling/optimization and the shifting TV/video landscape. I’m pleased and excited to share with you that, moving forward, I will be an analyst on the CMO and marketing leadership team.
My first report as an analyst will look at gross ratings points (GRPs) as a viable standard from cross-platform marketing and delve into some of the ways we see the video and TV advertising marketplaces shifting.
For the remainder of the year, I will be working on our playbook on marketing mix optimization. If you are a senior marketer who is thinking about how to optimally allocate media budgets across the major channels, our upcoming playbook will help you strategically think about reaching your customers, organize the flow of marketing data into and out of your company, and be an agent of change to help your organization adopt data and customer-driven decision-making processes.
Future research will also dive into topics that include convergent video media planning, social TV, and second-screen advertising. Finally, at the start of next year I will lead the refresh of our Wave evaluation of the marketing mix modeling ecosystem. I am looking forward to getting to know many of you better and following the evolution of these exciting spaces.
Last month, I was immersed in face-to-face dialogue with senior B2B marketing leaders from well-known companies who were attending Forrester Forums and FLB events, and one thing was blatantly clear. These leaders are so focused on their initiatives, campaigns, and programs that they have lost sight of the thing that matters most: the customer.
In one setting, I led a discussion group about big data. Rather than debate what big data really means and how it can be captured, I focused on how it could be used. I asked the members to think about the different touchpoints their firm has with customers at each stage of the customer life cycle and how the experience delivered at each of those touchpoints could be better informed by the new types of data that are available today. Most struggled with it, because they are not used to thinking about interactions from the customers’ perspective. Instead, they think of it as actions by their marketing and sales teams.
Next, I had the opportunity to sit down for two days of one-on-one meetings with senior marketing leaders who were attending Forrester’s Customer Experience Forum. Naturally, they were asking about the B2B customer experience, so I asked each one how their company goes about capturing information about how their customers buy. The answer was the same: We don’t have much of that information today.