The fallout from European Union’s General Data Protection Regulation (GDPR) has been a bonanza for tech journalists. On May 25, the day GDPR became enforced, Digiday reported that Europe’s digital ad demand plummeted 25 to 40 percent. Austrian privacy activist Max Schrems slapped Google and Facebook with multibillion-dollar lawsuits for...
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In The Beginning When I started my marketing career many years ago, I learned about marketing funnels that tracked the customer journey from product/brand Awareness to Consideration to Preference to Purchase. That was what we marketers focused on as we planned our integrated marketing campaigns. With the explosive growth marketing...
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When psychologists survey Americans about their driving skills, most people rate themselves above average. Mathematically, most people can’t be above average. Still, “illusory superiority” is a consistent phenomenon in psychological studies. Whether you ask people about driving, health, IQ, memory, or popularity, they tend to overrate themselves. That brings me...
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In Star Wars, Darth Vader and Obi-Wan Kenobi cross lightsabers aboard the Death Star. Before allowing Vader to take his life, Obi-Wan says, “You can’t win, Darth. If you strike me down, I shall become more powerful than you can possibly imagine.” Obi-Wan’s cryptic warning is the perfect analogy for...
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“Thought leader” has become a derided buzzword, a magnet for mockery in Medium, and a label, like “hipster,” that people cannot give themselves. But, what if critics have it wrong? What if thought leaders are so powerful we’re blinded to their achievement? Perhaps thought leadership is a superpower for marketing...
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Every year, Americans watch and gamble on 18 to 22-year-old college students who are paid nothing to play the most exciting basketball games in history. About 24 million Americans spend work hours on their March Madness brackets, costing companies about $2.1 billion. At Full Circle Insights, we started thinking: What...
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Whether you’ve done it once or many times, reporting out to your board on marketing’s performance can be both daunting and painful. From the hours spent gathering data to prove your existence to weaving the story together, the overall experience is often stressful, to say the least. It doesn’t have...
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Reporting out to your CEO and Board can be an extremely painful experience. The hours spent pulling data together from various dashboards, reports and spreadsheets are endless and weaving together a bulletproof story that can stand up to (what seems at times) “the firing squad” is grueling at best. Through...
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The B2B CMO job has become more demanding than ever. The job requires a technical understanding and data-driven approach. And now for the first time, marketing has the mandate (as well as the technology/tools) to meet specific revenue goals. While it may seem to be a precarious time to be...
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I recently attended a demand gen and marketing ops Meetup in San Francisco that featured a panel discussion on campaign attribution. While I wasn’t surprised about the interest level, I was surprised by a few things: Debate on whether attribution needs to be built on Salesforce Debate on trying to...
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