by Bob Walker | Mar 15, 2023 | Customer experience, Marketing and strategy, Marketing research
In the acquisition process, revenue metrics are critical to assess business value. However, the need to assess customer health is often overlooked. In customer-facing businesses, this is especially dangerous. Without a clear “line of sight” into customer...
by Bob Walker | Oct 24, 2022 | Analytics, Communications, Marketing and strategy, Marketing research
A recent conversation on A/B testing with a client revealed an interesting perspective about messaging and positioning. The client, extolling their company’s rigorous A/B testing approach, failed to recognize a simple but scary fact: it is easy to compare multiple...
by Bob Walker | Sep 20, 2021 | Customer experience, Customer satisfaction, Marketing research, NPS, ROAS, ROI
In our age of automation and AI, marketers risk becoming detached from how their business practices, products, and services are perceived by their customers. Marketers have it all wrong by focusing solely on customer satisfaction or a willingness to recommend: these...
by Bob Walker | Aug 17, 2021 | Communications, Customer experience, Strategic research
A quick Google search of the words “relevance” and “marketing” turned up very few useful or informative hits. I found this surprising. Too much digital communication (email, banner ads, YouTube teasers, etc) fails to connect to the consumer in a meaningful, relevant...
by Bob Walker | Jun 24, 2021 | Business strategy, Marketing and strategy, Marketing research
If you have been in business long enough, you know that the hard work of research is sometimes seen as optional or discretionary by some management teams because it’s hard to calculate the true ROI of research. But we’re thinking about this all wrong. Companies...
