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Privacy Policy: We will not collect personally identifiable information from you without your permission. We shall treat any information you send to us as non-confidential and non-proprietary and we cannot guarantee or warrant the security of any data you submit to us. However, we will use reasonable efforts to treat as confidential any e-mails, resumes, applications or inquiries sent to us for purpose of seeking information or for inquiring into potential employment with us, in accordance with our employment policies. Any e-mail, resume or submission you send to us will be used only for internal purposes. Please be aware that submission of your resume or application may not be considered and we are under no obligation to respond to such solicitations. We are an equal opportunity employer.

Unsolicited Materials: It is our policy not to accept or consider unsolicited creative, production related or other ideas of any kind. Please do not send any artwork, jingles, slogans or campaign ideas. The sole purpose of this policy is to avoid potential misunderstandings or disputes when our campaigns or advertising might seem similar to ideas submitted to us. If you submit an idea or materials despite our above request, you agree that such submission becomes our property and we are free to use it without compensation or credit to you. We make no assurances that your ideas will be treated as confidential.

Disclaimers and Limitation of Liability: We make no representations or warranties of any kind as to: (a) the accuracy or completeness of the information or materials on the site and assume no responsibility for any errors or omissions in its content; (b) the availability for use of any copyrighted, trademarked or proprietary materials of third parties that may appear in this site; (c) computer viruses or other bugs that third parties may embed in or attach to this site without our knowledge or consent; (d) any software made available for downloading, copying or other use through this site; or (e) the merchantability, fitness for use, title and/or non-infringement of any or all of the contents of this site. WE SHALL NOT HAVE ANY LIABILITY (WHETHER BASED ON CONTRACT, TORT, STATUTE OR OTHERWISE) FOR ANY COSTS, LOSSES, DAMAGES (WHETHER DIRECT, INDIRECT, COMPENSATORY, SPECIAL, LOST PROFITS, LIQUIDATED, CONSEQUENTIAL OR PUNITIVE), ARISING OUT OF OR IN CONNECTION WITH THE YOUR ACCESS TO, BROWSING OF OR USE OF THIS SITE OR ANY OF THE CONTENTS OF THIS SITE.

Links To Third Party Sites: The sites to which links are provided to you for convenience only and are not under our control. We do not assume any responsibility for the contents of any linked site or any privacy practices employed by other sites. The existence of a link between this site and any other site should not be construed as an endorsement by either us or the owner or proprietor of the linked site to the other.

We reserve the right to change these terms and conditions at any time.

Mar 142013

Small Data

The buzzword of 2013 is Big Data. Well, so far at least. We still have a few months to go before we can officially award the honor. But the term is everywhere. It's enough to give anyone not working with large data sets a complex.

The term has moved into mainstream as more and more brands are beginning to collect data at every touch point, from social to sale. But is all of this data helping or hurting your insights? The answer is: it depends. If you are a business analyst charged with enhancing an operational process, then more data points may help you hone your output. But, if you are in charge of putting the right message in the hands of the right consumer, at the right time, then additional data might be clouding your view.

For example, Netflix is collecting and analyzing a large amount of viewing data to influence programming choices. This makes perfect sense since creating personalized recommendations heightens the relationship and can increase usage and retention rates. But, they are also capturing screenshots to analyze "in-the-moment viewing habits" like "volume, colors and scenery, to provide valuable signals about viewers' tastes". How much time and money are being invested to generate this level of granularity? If I paused and rewound two car chase scenes, does that mean I really like that genre, or did I simply use the basic feature of the service: the ability to stop and start movies around my schedule? How does this level of detail correlate to my selection history? I have a feeling that Nate Silver might question this level of analysis paralysis, and some subscribers might question any recommendations created at this level.

In most cases, Big Data is not necessary to successfully manage a CRM program. Simply collecting and aggregating customer purchase data will provide details on the buying cycle. Adding response data to the mix will provide feedback surrounding communication and offer effectiveness pre, during and post purchase. With the addition of a few household metrics from a third party data provider, you can create customer profiles for targeting and tactical optimization. And finally, you can always augment those profiles with qualitative data. One simple way to collect that data while enhancing the relationship between customers and the brand is to ask.

Nov 052012

Personal Brand Growth

Rodgers Townsend's 6th Annual Fall Forum is quickly approaching. For anyone not familiar with the event, the agency invites students and recent graduates to tour the agency, listen to a few presentations from agency executives, receive resume and portfolio feedback and get an inside view of what it is like to work in the agency environment.

During previous events, I've been a part of the resume review team and every year a question always arises in one form or another: How do I get from here to there? That question always propels my mind through the typical personal inventory of various roles and the skills acquired in each role, but what I find most interesting is how that question is an integral part of our agency's daily routine, especially within the analytics' and insight group.

Personal brands can follow the same process we utilize on a daily basis:

First, note all of the hurdles between you and your objective and the realities of clearing those hurdles. If possible, utilize outside resources and contacts for feedback. This will help you plan your path and forecast your benchmarks. In our work, we utilize research and data analysis to determine the best positioning for a brand based on market research and the feedback of current and prospective customers. In the absence of formal data, today's social environment provides a strong alternative for a personal brand.

Second, list your strategies and tactics for clearing those hurdles. The traditional path is usually crowded, expected and less than memorable. Create a list of various alternative paths and then rank your ideas for implementation. Score each idea via how it enhances or detracts from your ideal brand image.

Third, per another post on this blog, stop talking and do something. Begin testing the strategies and tactics. Request and note response and feedback and adjust your strategies and tactics accordingly. Any feedback can be utilized to strengthen your campaign. And then, as a colleague likes to say, "Rinse and repeat."

Brands are brands, whether personal or professional. And the strategies and tactics that create the world's best brands can be applied to yours.

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