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Future Gmail Innovations

Future Gmail UX UI Innovations

Someday, these innovations will find their way into email, perhaps via Google (Gmail), perhaps not. Ask yourself, which of these do I need now? And which do I fear others will use against me? Sometimes innovations have unintended consequences. How would you A/B test these features?

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Visualizing Colloboration and Workflow

Visualizing Colloboration and Workflow

I have a seen a lot of bad diagrams and schematics for collaboration and workflow, I am sure you have too. Here is one I like but it’s basis in I Ching. The reason I like this depiction is that It has a globe behind it, so it looks “global” It has steps or phases […]

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So What is the Total Cost of Differentiation? The ROI of Brand Success for Sustainable Growth.

So you would like to guarantee differentiation? Short of an exhaustive competitive analysis in your market, and understanding of your target markets needs, desires, and preferences, and critical and technical review of your product and engineering teams capabilities and the fit with your product strategy……What if there was a mathematical formula for describing total differentiation […]

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How to select customer segmentation schemes mindset or behavior or both? part 1

All customers are unique individuals, and therefore have unique mindsets. For every existing category of product (or service) and every new category, you can dream up segmentation schemes. You can use characteristics of the customers’ mindset, usage scenarios, buying behavior, channel preferences, brand preferences; all sorts of “reasons” to define your segmentation schemes. You make […]

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mapping advertising relevance

Visual proof: Mapping tasks to advertising relevance

In this diagram, we see that several different disciplines work together to achieve relevance in Marketing Communications, or Advertising Strategy. Relevance is not a yet a button that you click, or an option on a targeting platform that you are using. It’s the culmination of research, planning, and execution, which must include a feedback loop […]

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Why is Relevance So Hard

Visual Proof: Why is attaining Relevance in Advertising so Hard?

Many people and companies, assume that relevance is a property of the audience (or audience member), or conversely a property of the advertising (image, copy, placement). Well, it’s neither. It’s a property of the relationship between audience, message, product, and the time and placement of the advertising itself. It’s a meta-property. This is best viewed in […]

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Visual Gaps Diagrams for Brand Strategy

Visualizing Brand Gaps Diagrams

These diagrams are meant to oversimplify a few concepts for getting started on the data and measurement aspects of Brand strategy as part of the Marketing discipline. We are in the early days of scientific method creeping into Brand Marketing.  

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SCG ROI Template

SCG General purpose ROI framework

ROI means “Return on Investment”. This is a simplified financial notion that allows managers to determine whether it make sense to take some course of action. We do this intuitively all the time, and many of us do this with numbers for our companies weekly. ROI for capital investment and more recently, Marketing and Advertising […]

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