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Explainable AI - What it is and Why it’s Important

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The ripple effect of advancements in technology is quickly shaking up the marketing scene in a big way. Companies and marketing consultancy firms have been at the forefront of ushering in the new technology era through embracing AI in marketing. However, not all are well versed with the idea of artificial...

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Responsible AI - What Causes Bias in Training Data?

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Over the past few decades, the use of AI in business has grown tremendously. By 2030, AI may generate up to $15.7 trillion in revenue to the global economy.  From process automation to sales forecast, the potential applications for AI in business are nearly limitless. But, you've still got to wonder,...

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The 3 Measures of ROI for AI

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Artificial Intelligence (AI) is becoming a critical component of digital marketing. AI in marketing can be particularly revelatory, often delivering valuable insights that marketers can use to develop personalized content, drive conversions, and improve customer experience. Such insights help develop effective marketing strategies, which increase Return on Investment (ROI) for AI...

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Benefits Of Focus Groups

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In order to effectively market to your target audience, it’s vital you first learn all that you can about what they think of your product or service. Their motivations, their reservations, their concerns, etc. We’ve found that one of the best ways to do this is through focus groups. What Are...

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Understanding Customers For Effective Business Decisions

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Unfortunately far too many businesses tend to dismiss the need for market research when making business decisions. We’re not sure why this feeling not only exists, but seems more companies are willing to make sizable investments without fully understanding the opportunity or potential risks. Fundamentally, success in business is about mitigating...

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Leadership in 2021 Begins with Advanced Analytics

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Since the advent of Big Data Analytics over a decade ago, the challenge has been to gather the data so that you can see the data and display it in such a way as to allow it to be useful in the day-to-day processes of a business.  Dashboards are very popular...

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Truth to Marketers: AI is a Tool, Not the Solution

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Okay, we're going to be blunt here. Fellow marketers time to “get over” the artificial intelligence (AI) hype. Time to stop thinking it’s all about “disruptive,” complex technology on the bleeding edges of a new frontier. The unfamiliar terminology. The unseeable interactions between variables lead to discovering solutions. The ridiculous and...

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Marketing AI Curious? - 7 Critical Questions to Ask

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Artificial Intelligence(AI) has recently been integrated into marketing and is still in its early stages. It makes automated decisions based on available data and audience observations or economic trends that impact marketing. By doing so, it enables marketers to gain more insight and understanding of their target audiences.  However, a business...

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Applying AI: Determining Packaging’s Impact on Sales

Using AI to Determine Packaging's Impact on Sales

When we look at the fast moving consumer goods (FMCG) landscape, we see nothing short of incessant shelf warfare. And few weapons are as critical to victory as package design. What catches whose eye? Is the reaction positive, negative, indifferent?  In the olden days, we’d wander alongside a typical shopper in...

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Latent Effects Modeling + ML for Deep Insights

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We’ve been posting opinions and comments that urge marketers to “get over” artificial intelligence (AI). To dive into AI’s veritable treasure house of research tools and insights, instead of circling it warily, for fear of banging into a “disruption” moment.  So, we hereby plant the flag of AI for the regular...

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Advanced Analytics - The Core of Marketing Decision Making

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Advanced Analytics is an encompassing term that is used to categorize techniques and technologies that seek to understand what happened in detail or to predict what may happen with an unmatched degree of precision. We use the term to encompass services that include Data Science, Artificial Intelligence, or AI and related...

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Is Market Research Worth the Investment?

Many small businesses in the cannabis industry tend to think that market research is a costly exercise that can provide knowledge and insight –both of which are pleasant in the abstract– but doesn’t provide tangible results like more sales and profits.   Admittedly, there are some market research projects that don’t...

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Marijuana Myths: 5 ‘Truths’ Proven False

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 Image via The Weed Street Journal Marijuana Myths – #1: More Pot Means More Crime One of the largest arguments the anti-legalization crowd employs stems from the belief that legal marijuana would increase the crime rate. A number of recent studies have come out that dispute, and even contradict, that assumption....

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Consumer Research: Finding Your Customers

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Our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key decision-makers and influencers are on the same page (often more difficult than you’d think); (2) External Platform: where we seek out existing customers and potential prospects...

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Finding the Right Agency For Your Business

Company Seeking Long Term Relationship with Talented Agency Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions...

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How to Make the Most of Your User Testing

One question I often get when I discuss user testing with a client is “but… we already have Google Analytics well-configured with Goals, and we do rigorous A/B testing, is that not enough”? It’s a valid question, so I thought I would address that. I recently had the opportunity to participate...

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