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February 26, 2018

Article Thesis

Raising venture capital is a time consuming and arduous process, even for the serial entrepreneur.  For the less experienced founder, it can be tempting to focus on the valuation that potential investors place on the business.  However, this focus can det...

August 10, 2017

A long, long time ago (maybe 10 years) the data analytics industry was fairly easy to define and track. Back in that pre-historic era SAS was considered the gold standard of analytics companies with a comprehensive range of solutions addressing the demands of many indu...

July 31, 2017

Let’s start with the bottom line - there is no excuse for virtually any company today, regardless of size or manpower (and within reason), not to be making data analyics a part of their normal business routines.  Traditional objections such as cost, resources and exper...

February 19, 2017

CASE STUDY: Marin Analytic Consulting recently assisted a client in its database marketing initiatives and prepared an article summarizing the project for the contact list vendor which is set out below.

Delivering meaningful content to good quality leads via email mar...

October 10, 2016

In a prior post I outlined some thoughts on the outlook for the data analytics sector and referenced a database I prepared of analytics companies.  At the time the list comprised about 400 names categorized into a number of sectors and segments (http://www.marinanalyti...

October 4, 2016

I set out a structure for the data analytics industry in a previous post.  This framework attempted to define a framework by which companies can be categorized and evaluated.  The framework defined a group of four sectors with a number of segments within each of those...

May 26, 2016

There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it.  Most of this attention has been focused on the B2C space. However,...

May 19, 2016

Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their c...

May 9, 2016

 

 

Of all the executives in the C-Suite, the role of the Chief Marketing Officer has probably changed more than any other over the past 15 years.  Marketing is no longer simply responsible for brand awareness and building brand equity, rather it is now a direct driver o...

November 19, 2015

 

IBM is again at a crossroads as its stock price languishes and market analysts question if it is on the right path.  The Company has doubled down on predictive analytics as a core element of its transformation strategy – however, the decline in its low growth legacy b...

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