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8 “Simple” Questions Brand or Product Managers Must Ask

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The 8 “SIMPLE” questions every Brand Marketer or Product Manager needs to ask themselves about their strategy in order to build proper tactics.  When it comes to digital marketing & strategy - the best flashlight is a well-formed question. Below are a few “simple questions” that cross both product and business...

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Data Science Team - Build or Rent?

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There are numerous reasons why a company may decide to develop a data science team in their organization. The skills an in-house team brings can enable organizations to turn raw data into strategic assets. Their skills lead to better use of data assets including understanding customer behavior, error detection, automation of...

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Welcome to Matters. v3.0

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Many of you will know us as Confluence Digital from years ago – almost 12 years now – when we began. In 2014 we also launched Canna Ventures to provide data-driven branding and marketing to the emerging cannabis and CBD/hemp industry. Now we’ve consolidated both missions into one as – The Matters Group.  It’s been an interesting journey, to...

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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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Beware Using Tactics Without a Strategy for your Digital Marketing

Beware Using Tactics Without a Strategy for your Digital Marketing

Transactions Come in All Sizes & Shapes and Are All Motivated by Customer Pains and Where They Are in Their Buying Cycle Understanding the motivation of your most valuable target personas is essential to developing the strategies needed to define tactics to execute. Marketing or advertising without considering these crucial factors...

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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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About AI: Let’s Disrupt your Idea of Disruption

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The marketing industry has been bombarding itself  for years with ways to “manage” or “harness” the “disruption” brought upon us by artificial intelligence, machine learning, and the like.  What do we mean by “disruption?”  We mean “OMG, scary, out-there science that’s escaped from the lab and now everyone has to wear...

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The 9 Acceptable Uses of Personal Data under California's Privacy Act

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Digital marketing professionals who are using the personal data from California consumers need to make sure that they are up-to-date on the impending restrictions associated with the California Privacy Act of 2018 that went into effect on January 1, 2020. In many ways it makes Europe’s GDPR look tame! At its...

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Questions B2B Marketers Need to Ask

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In its simplest terms, branding is having the courage to stand for something, ensuring, of course, that the target market both wants it and, preferably, is not currently getting it. This is the basis for a long-term relationship that the most successful brands understand connects on both a rational – “I...

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Applied AI in Marketing: Healthcare Product Management

Applied AI in Marketing: Healthcare Product Management

Here’s a case where AI rolled into the ongoing rollout of the Affordable Care Act (ACA). To avoid getting lost in the weeds, let’s just recall that there were big-money battles involving healthcare providers, the Federal government, and the confused, newly ACA-insured and wanted-to-be insured.  Problem: Two very large healthcare providers urgently...

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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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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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