Is the 1-to-1 future here yet?

Fifteen years ago a single book changed the course of marketing. The 1-To-1 Future had been released by the consulting duo of Don Peppers and Martha Rogers. I was fortunate to hear Martha speak in 1994, as she toured heavily to promote the book’s revolutionary paradigm. (Although we never met, I am to this day …

B-to-B Viral Marketing Case: Powerboat sales as a window to our current economic squall

Let’s say you’re a company that mines data in a quiet niche — one not known for analytic vigor. You’ve been doing it for years and do it wonderfully. For clients who appreciate your chops, you’re a godsend. But these clients are exceptional in the traditional retail business sector you serve. How, how do you …

You to your cell phone: I’m feeling lucky

If you want to watch your friends hyperventilate, just suggest that someday soon marketers will be monitoring their behavior on their cell phones, both in terms of buttons pressed on the device, and places the device is carried. Be kind, though. Resist the temptation, and don’t add that it may already be happening. Right now. And so …

In b-to-b marketing, fear and greed are all you’ve got

Years ago a mentor told me that in consumer advertising, there are many motivations for someone to act. But when you’re talking to someone about a product or service for their business, the motivations are less varied. In fact, they boil down to two: Fear Greed Period. That was nearly 20 years ago. A lot …

Data mining: Finding an arsenal in a bunch of dry bones

In the classic Stanley Kubrick film 2001: A Space Odyssey, based on Arthur C. Clarke’s book of the same name, prehistoric Man has a good day at the office when he realizes how to use an animal femur as a weapon. The implication is that this moment of invention bestowed upon our ancestors a competitive …