where was I - ah...the control...when you or your team set up a control, you can also call it a focal point. Funnel all relevant details that need to be evaluated through it.
Too much politics involved?
That's the beauty of the control...it knows no politics, no gut feelings - just the facts ma'am.
Let the data-driven insights move the decision making. The control is the center of all data, reporting, etc. Now remember, I'm not talking about a tool here - i'm talking about a person or a group. Who cares what tools or technology this control uses. Sorry IT folks, the control is not an IT person or people - the control belongs to marketing - the experts within.
Come to think of it, it's about time people understand that websites are not about technology - they are marketing tools that need to be controlled by marketing through expert controls that are extension of the marketing team.
Wow- what a thought!
Tuesday, December 12, 2006
Saturday, December 2, 2006
set up a control - to lessen the bias
As a marketer, you are bombarded with all kinds of stuff coming from all sides. Sometimes, as you know - it can get confusing.
Your creative agency is telling you something. Your interactive and your media buy agencies are saying something totally the opposite.
Other groups such as your database vendor are pitching the latest and slickest tools. You're IT folks want to keep things in house.
You've incorporated findings from your market research group into your marketing strategy but you don't know if it has been effective. What is good? Is your marketing doing good?
And besides...
Who do you trust?
Take a step back and setup a control.
A control in this case is an individual or group that is there to do only one thing: help you assess and diagnose your marketing business by providing you with continual unbiased data-driven insights.
Ideally, this control an indepent source that is:
Your creative agency is telling you something. Your interactive and your media buy agencies are saying something totally the opposite.
Other groups such as your database vendor are pitching the latest and slickest tools. You're IT folks want to keep things in house.
You've incorporated findings from your market research group into your marketing strategy but you don't know if it has been effective. What is good? Is your marketing doing good?
And besides...
Who do you trust?
Take a step back and setup a control.
A control in this case is an individual or group that is there to do only one thing: help you assess and diagnose your marketing business by providing you with continual unbiased data-driven insights.
Ideally, this control an indepent source that is:
- the right solution (has the expert skill sets within the niche)
- at the right place (stays close to the marketing area - literally and figuratively)
- at the right time (the earlier in the marketing plan - the better)
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