The Brand Challenge A national consumer brand delivers services online, but competes in an industry that has local sales representatives. Smartly so, the brand uses a multi-team mobile tour to increase...
Articles
PortMA Publications
Case Study: Value of Annual Finance Business Conference
The Brand Challenge A multi-national financial institution wanted to increase its presence with small- and medium-sized business customers. The Campaign The Agency supported the execution of three B2B conference...
Case Study: How Radio Drives Website Visitors and Impact
The Brand Challenge A household services company is working through a transition based on a federal mandate that requires homeowners to change the way they receive services. A small,...
Three Keys to Successful Event Marketing Measurement
Event marketing is a fascinating field of marketing that poses an especially difficult measurement challenge. It’s a field of marketing that thrives on the unique. While a traditional direct...
Five Business Analytic Principles
Business analytic ideas and concepts are often presented as extremely complicated. There are a lot of tools on the market today that are supposed to help with this. Purveyors...
How Do Market Research Consultants Make Insights Actionable?
Market Research Consultant Insights: Over the last couple of years, business analysts have been highly focused on “consumer insights.” A lot of products and services have come to market...
How Do Market Research Consultants Make Insights Actionable (2 of 3) – Analyzing Data
Last week I wrote about how to organize your data to allow actionable insights to emerge. This article will discuss some ways of organizing that data once it is collected. ...
How To Measure Marketing (Article 3 of 3)
I once worked with a team of economists tasked with identifying and monitoring the economic impact of tourism for a state legislature. Their goal was to identify spending patterns among...
January 2010 Consumer Spend Appears Down
I’ve measured typical retail sales in January to be roughly 8.3% of the year’s total take. When compared to December (the previous month) we’d expect to see January...
What Makes for a Good In-Store Demonstration?
There has been a lot of news about Sam’s Club outsourcing product demos (see article by Chris Burritt at Bloomberg for just one of many examples). I read a quote in...