McKinsey Quarterly published an article titled The changing face of marketing written in 1966 by John D. Louth, a principal in McKinsey’s San Francisco office. Louth discusses six trends he believes “will be felt by almost every business.”
Continue reading “McKinsey: marketing trends in 1966”Conjoint Analysis
Tim Stobierski wrote an article for Harvard Business School Online titled What is Conjoint Analysis and How Can It Be Used?
Continue reading “Conjoint Analysis”Matt Lerner says Personas are worthless for marketing
Matt Lerner posted a thread on Twitter about personas. “At PayPal, I once wasted $1M on a marketing segmentation to build personas. Here’s what we actually learned, plus what I now do instead.”
Continue reading “Matt Lerner says Personas are worthless for marketing”Mark Ritson on Marketing Planning
Mark Ritson wrote an article for MarketingWeek titled Planning for marketing planning: 14 steps to an effective presentation. Continue reading “Mark Ritson on Marketing Planning”
Mark Ritson on the folly of demographic segmentation
Mark Ritson retweeted a Kantar post, showing survey results by generation, with roughly equal results across all ages. “This just proves (again) that demographic segmentation is balls. if we sliced the data by star sign it would almost be as useful.”
Some tweets from the thread: Continue reading “Mark Ritson on the folly of demographic segmentation”
The categorical problem with categories
Mark Ritson wrote an article for MarketingWeek titled To win the biggest legal battle in marketing, Google must show who its competition really is. In dissecting the timely issue of the Google antitrust suit, Ritson explains a more timeless topic: “the categorical problem with categories.” Continue reading “The categorical problem with categories”
Helen Edwards on Market Segmentation
Helen Edwards wrote an article for Campaign titled How to avoid segmentation silliness. Continue reading “Helen Edwards on Market Segmentation”
market segmentation
Samuel Brealey posted a Twitter thread about market segmentation. Continue reading “market segmentation”
Millennials are not a segment
Mark Ritson wrote an article (August 2017) titled Only crap marketers mistake stereotypes for segments. Continue reading “Millennials are not a segment”
Articles of Interest 