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Marketing Analytics & Data Science Insights from San Francisco

Golden Gate BridgeGolden Gate Bridge photo by Pixabay

As I reported last month and confirmed in person this month, learning opportunities are blooming in Marketing Analytics & Data Science.

Here’s a brilliant collection of marketing analytics and data science insights from the Marketing Analytics & Data Science Conference in San Francisco.

Please read and share these stories so we can all learn how to deploy marketing analytics and data science to drive our businesses and organizations forward.

All of these stories are featured on The Market Research Blog.

Thanks to Edmund Balogun, Conference Producer; his fabulous team; and Amanda Ciccatelli, Content Marketing & Social Media Strategist, for inviting me and for producing and promoting an outstanding conference!

Special thanks to Carl Bieniek @sqltigger, for helping to keep the #MADSCONF socialsphere active! 🙂

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Brilliance@Work: Generational Marketing Expert Jane Buckingham

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. Throughout May, we’ll feature Marketing Analytics & Data Science experts.

Jane Buckingham is Founder and CEO, Trendera, and a best-selling author. She’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

Jane Buckingham

Jane Buckingham

As a preview to her presentation “Deciphering Generations X, Y, and V: How to Understand Next Generations and their Trends for Guaranteed Reach,” Jane shares insights on the importance of understanding generations for business success.

Peggy L. Bieniek, ABC: What are some key strategies for marketing to different generations?
Jane Buckingham: There are a few ways to approach this. If your brand is going for a particular age and niche, then you want a generational approach, in which case you want to appeal to the emotional and psychographic needs of that particular generation. Try to understand what sets them apart from the previous generations.

Is it a tone, is it a location, is it inspiring the brand fanatics and hypertailoring (appealing to younger generations), or redefining happiness and success (more Gen X), or helping to inspire and enlighten (for Gen Y)?

On the other side, if you are looking to cut across generations, you may be looking to talk to a mindset over the market. Looking to understand what your particular group of people thinks, what is it about your brand that will be appealing to someone no matter what their age? Are they fitness enthusiasts looking for purpose? Are they looking for comfort? Are they looking for safety? Some of these core values are cross generational and may be appealing no matter what the age.

PB: How do you address the challenge of everyone agreeing on a standard of when generations begin and end?
JB: This has gotten a lot trickier since Douglas Coupland wrote Generation X in 1991, and we started segmenting generations by 15 year periods versus 20 year periods. It became much less clear where and when a generation starts and stops.

Technically, generations are really defined by the factors that affect them as they grow up, and the cultural shifts in the world. But, how something will affect someone who is two at the time a generation is coined is going to be much different than how it affects someone who is 18 at the time it is coined, so usually someone who is right in the middle feels most ‘like’ that generation.

So, even if people are off by a year or two, it doesn’t really matter. The bigger challenge is that often marketers are talking about a marketing segment by a “media” age that can be purchased (like 18-34 or 35-54), and that will cut across two generations, but they don’t want to really think about that so they just sort of move the dates to accommodate the media buy.

They will say Millennials are 18-34, when really right now 18-34 would include Millennials and Gen V. In fact, many people seem to think that Millennials are still teenagers because they’ve been the emerging generation for so long, when actually the youngest of them are about 20.

PB: How is data the greatest equalizer in marketing?
JB: Data helps to try to “prove” things. The idea is that big data can help quantify what we speculate about and provide greater insight into what we are thinking, doing and how we are behaving.

I LOVE data. And I love that we now have more access to more data than ever. It allows retailers to see how consumers shop, and how price and value works versus brand.

One of the most exciting things about data for marketers and consumers is that advertising is going to start feeling less and less like advertising. Thanks to increasingly sophisticated analytics and predictive modeling, both big and small brands can tap information that will allow them to connect consumers to products and services that are truly relevant and interesting to them.

That said, data isn’t a silver bullet, and can’t and shouldn’t be seen as one. Numbers only tell you part of the story and you need to interpret them carefully. It’s just as important to talk to your consumer to understand the why behind the numbers and any subtleties that the numbers might not reveal.

PB: What will people gain from attending your conference presentation?
JB: I’m hoping that attendees will better understand the differences between the generations – as marketers, employers, parents, siblings – so that they can better relate to them, market to them and listen to them.

In addition, I’ll be talking about the macro trends that will be affecting these generations for the next several years as well as some fun trends that are happening now.

Overall, I want the audience to feel like they are better versed in who their next consumers are and who they will be.

Want to hear more from Jane? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.


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What Drives the New Media Landscape?

Lightning Over LondonPhoto: Lightning over the Isle of Dogs in London by mattbuck. This file is licensed under the Creative Commons Attribution-Share Alike 4.0 International license.

“We are drowning in information but starved for knowledge.” – John Naisbitt, American author and public speaker in futures studies

To succeed in the new media landscape, we must focus on enhancing our skills to turn information into knowledge.

Here are two posts to help you learn more about marketing to generations and big data, which will continue to drive the new media landscape:

Learn more about these critical areas and much more. Join me Feb. 1-3 in Fort Lauderdale, Florida for the Institute for International Research’s Media Insights & Engagement Conference. Together we’ll learn about the future of media, new media disruptors and partnerships for success.

Dubbed “the Golden Globes of the media industry” by Tom Ziangas, SVP, Research, AMC Networks  Inc., this three-day event will set you on course to navigate the new media landscape of 2016.

Please share this information with your networks. The Twitter hashtag is #MediaInsights16.

In the meantime, watch for my conference posts on The Market Research Event Blog, LinkedIn, Twitter, Google+ and Starry Blue Brilliance.

See you there next week!


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Generational Marketing: To Know Them is to Engage Them

Flickr_-_paul_bica_-_dundas_square

Photo by paul bica

“It’s hard to give truly superior service if you don’t know who you’re talking to and what really matters to them.” – Kelly Mooney, author of The Ten Demandments

Who are your customers? What do they like? What don’t they like? If you don’t know the answers to these important questions, then you don’t know your customers. To know them is to engage them, and to engage them is having customers for life.

Knowing your audience is especially important when trying to target content to various generations in the marketplace and in the workplace. During next week’s Total Customer Experience Leaders Summit, Kassandra Barnes, Research & Content Manager, CareerBuilder.com, presents “Mastering the Mindset of the Millennial Candidate.” You’ll learn how to harness the knowledge and skill set of Millennials, the first generation to grow up digital.

In the meantime, check out these helpful articles on how to effectively market to the millennial generation to build meaningful and long-lasting customer relationships:

To learn more about TCEL and register, go to http://www.iirusa.com/totalcustomer. Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

In what ways does your organization use generational marketing?