David Edelman shares an article that explores the marketing data’s limitations when it is applied to improving customer experience. As I work with more CMO’s who are wading into broader responsibilities for driving company-wide customer experience programs, I am finding that many are slowing down because they feel they lack good enough customer data.  As one expands from looking at mostly marketing data to taking a broader look across all customer touchpoints, especially those in call center, physical channels, wearables,…

James Black shares an article on structuring tests to learn from marketing performance. As your marketing shifts from planning to execution, it’s important to structure tests to understand how well your marketing is performing, and to learn from it.  While the old adage “Half of my marketing isn’t working, I just don‘t know which half” often rings true, today you have access to more and better data to track the performance of your marketing and ideally the return on your…

James Black shares timeless marketing advice that identifies the role and benefits of testing. As your marketing shifts from planning to execution, it’s important to structure tests to understand how well your marketing is performing, and to learn from it.  While the old adage “Half of my marketing isn’t working, I just don‘t know which half” often rings true, today you have access to more and better data to track the performance of your marketing and ideally the return on…

  In this comprehensive report, Angela Thompson shares marketing insights on Black Friday patterning.  Retailers’ promotions during Black Friday were significantly reduced this year; both in number of promotions offered and the richness of those offers Retailers spread out their promotions for a longer period of time to reflect a lower in-store capacity and acknowledge a shift of consumer behavior driven by COVID-19. In order to provide a longer promotional time period, retailers were financially driven to reduce how high they…

Umbrex is pleased to welcome Christophe De Greift with NEXUSQUANTS. Christophe De Greift has 15 years of experience in management consulting, part of it at The Boston Consulting Group and more recently running his own consulting firm focused on business analytics. Christophe has led 75+ projects in Latin America and Europe and has particular expertise in marketing analytics and supply chain analytics in sectors such as media, finance, logistics, consumer goods, energy and mining. He lives in Lima, Peru with…