dumb, data-driven, decisions, Toby Elwin, blog

Dumb, data-driven marketing decisions

Dumb, data-driven decisions happen when numbers have no context and people have no confidence. Who? How? and So now what? improve the odds.

When innumerates run the asylum, you, your customers, and your business miss context and transparency to interpret intent.

elmer fudd, daffy duck, bugs bunny, communication, Toby Elwin, blog

Subjective communication objective

Successful communication inspires action and is clear to others what needs to happen to meet that objective.

All communication faces daunting odds to reach each person, intention intact. Perception, bias, and noise lay between intent, action, and reaction.

To succeed in the communication obstacle course against intent, you need to make clear how to make it happen.

IBM1620A, reengineering, marketing, Toby Elwin, blog

Reengineering marketing

New conditions demand new business management strategy. Technology enabled a disruption greater than any department or team level at a company can solve.

Customers severed the business message and took control of marketing channels.

Media lost privilege, marketers lost their minds, business lost their playbook, and customer’s rewrote the rules of engagement.

We need to reengineer marketing from the outside in and then align people, process, and technology from the inside out.