Brand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute
Jenni Romaniuk is a lead researcher at the world-famous Ehrenberg-Bass Institute and the author of “Better Brand Health”. By Stephen Shaw Why do people make the buying choices they do? That simple question has preoccupied marketing researchers for more than half a century now. They’ve sought to understand what goes …
Content Marketing Strategy: An Interview with Robert Rose, Founder, The Content Advisory
Robert Rose is one of the early evangelists of content marketing and the author of “Content Marketing Strategy” By Stephen Shaw When you stop to consider the numbers, it must be very hard these days for any content creator or producer not to be completely cowed by the odds of …
Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University
Koen Pauwels is one of the foremost marketing scientists in the world and the author of “It’s Not the Size of the Data, It’s How you Use it”. By Stephen Shaw If you can make one broad generalisation about marketers it is that they probably hated math and science in …
Marketing Transformation: An Interview with Brent Chaters, Managing Director, Accenture
Brent Chaters leads the Marketing Transformation practice at Accenture Canada and is a noted expert and celebrated speaker on search marketing. By Stephen Shaw Any way you look at it, these are troubling times if you’re in marketing. You’ve got AI coming full speed at you, maybe about to …
Values-Based Segmentation: An Interview with David Allison, CEO, Valuegraphics
By Stephen Shaw The legendary Harvard marketing professor Ted Levitt once wrote that, “If you’re not thinking segments, you’re not thinking”. He added, “To think segments means to think beyond what’s obviously out there to see.” Levitt felt that segmentation was crucial because it sparked insight into how customers differ …