Shhh! Don’t Tell Our Customers We Have Competitors!

“I’m not sure about naming competitors in our customer survey. Isn’t it risky to name potential replacements for our products?”

This question has come up from not just one but multiple customers over the past year. At first, I was somewhat surprised and thought it may be a unique aspect of certain industries. But the more it came up, the more apparent it became that this was a fairly widespread concern. Read More →

The Evolution of Data in Marketing & What’s Next

When I started as a brand manager at Kraft Foods, our focus was on driving consumption and shipments to retailers. We did this through increased advertising and effective in-store promotions.

We used data to drive decisions. We were focused.

Our scorecard was (and maybe still is) the weekly retail scanner data that informed us of how successful our programs were in the market. Religiously, every week, we looked at the consumption and shipment metrics. We monitored our advertising campaigns with the same rigor. How was TV performing compared to print or in-store? Was the mom-centric campaign outperforming the kid-centric campaign?

This was over a decade ago. Using data in marketing is not a new way of operating. Read More →

A Manifesto for Better Strategic Planning

Hear that? That was the nation collectively sighing as they received their email invitation to their next strategic planning retreat.

Somehow the year is halfway over already and we’re, yet again, pointing our thoughts to the next year. Read More →

9 Agency Blogs You Should Be Following

Here at Vennli, we work directly with businesses to understand their customer choice, but we also work with a growing number of agencies and consultancies to help their clients analyze customer choice and build market share. Therefore, because both our interests and audience overlap, we’ve become an unofficial connoisseur of the marketing agency blog. Read More →

“Place” and How Tesco Leveraged It in Digital Fashion

“Place” is an element of the classic four P’s in marketing (product, price, place, and promotion), more commonly referred to as distribution. It refers to the methods, strategy, and structure an organization executes to get its offerings to market and into customers’ hands. Read More →

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