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Stuff I'm working on or thinking about

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Millennials, Mindsets & Money … and Selling Wine Online (Part 2)

Millennials, Mindsets & Money … and Selling Wine Online (Part 2)

Note: Part 1 explained just how competitive the US wine industry is and the reasons behind choosing online wine sales by Millennials as the research focus for this study in the Millennials, Mindsets & Money initiative that Howard Moskowitz and I lead.

This post summarizes the five most important research findings from our study. But first, some words about our research aims.

The 3 Aims of Our…

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Millennials, Mindsets & Money … and Selling Wine Online. Part 1

Millennials, Mindsets & Money … and Selling Wine Online. Part 1

Note: This is Part 1 of a 2-part post on our study on selling wine online to Millennials. This post presents background on the wine industry and the rationale for doing the research. Part 2 will present the key findings and marketing strategies guided by the research. The wine category is one we are researching for our Millennials, Mindsets & Money initiative.

How would you compete in a $40…

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7 Rules for Properly Measuring Social and PR Value

7 Rules for Properly Measuring Social and PR Value

“What the ROI of social?” That’s a question I always tackle in my talks on digital measurement, and for good reason – we want to know if  programs work to help brands reach their financial goals, and how much they are contributing.

In many instances, ROI is difficult to measure, but as measurement expert Katie Paine (shown left), CEO of Paine Publishing points out, “but that doesn’t mean they are…

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"Utterances that will Profit a Listener ..."

“Utterances that will Profit a Listener …”

and therefore recommend the speaker as an ally.” That’s how Marshall T. Poe defines relevance in his book A History of Communications.  Expanding, he writes:

If you can regularly say “there’s some food over there” and be right, then you have probably signaled to me that you can probably do me some good and therefore that I should select you as a partner. Being relevant helps you a lot: the more…

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Apologies for the Slow Reply. The Pleasures of Postal Time.

Apologies for the Slow Reply. The Pleasures of Postal Time.

That’s how Richard Davies opened a recent email reply to me, Nine days elapsed since I wrote to him about several people who might be interesting for him to interview for his podcast “How do we fix it?” and other matters.

Did I mind a slow reply? Just the opposite. It struck me like the difference between fast food which hits on a few tastes and slow food with its complexity and depth of flavors.…

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Influence without Influentials: Seinfeld Shows Us

My good friend Mark Earls is coming into town in November for the IIeX forums. You may know his books “Herd” and “I’ll Have What She’s Having.” They make the point that observing what other people do influences us. It doesn’t mean we will always copy what they do, but what we notice gives us something to think about doing and, if we do it, the idea spreads. With enough spread, mass behavior, such…

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Humetrics - Fact and Feeling Play Big at Sentiment Analysis Symposium 2015

I coined the word “humetrics” while writing The Digital Metrics Field Guide to capture the idea that digital measurement increasingly captures what people are doing, saying, and feeling, and that measurement becomes a way to understand people as people, not as inanimate numbers. This edition of SAS showed that promising technologies are not merely becoming commercialized but becoming applicable,…

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Field Guide Review from Goodreads 4/5 Stars

Field Guide Review from Goodreads 4/5 Stars

Fred Zimny reviewed the Field Guide in Goodreads recently. He found the book’s concept of “endometrics” an “eye-opener” and highlighted the need for strategy, a framework, a measurement plan, and reporting.

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The Field Guide is available for purchase from online and brick and mortar booksellers.

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A Digital Metrics Field Guide Success Story Ted McConnell, sought-after digital consultant, former EVP Digital at ARF, and past head of digital for P&G tells a story about how one client of his, a small content company, depends upon the Field Guide to make themselves smarter and to provide top-notch service to their roster of large brands.

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Conference for Positive Marketing - Humanism rising!

Conference for Positive Marketing – Humanism rising!

Fordham University’s Center for Positive Marketing put on its 4th Conference for Positive Marketing on March 26.  A great blend of academic and practitioner talks and viewpoints, most of us participating felt refreshed and energized.

For me, I was absolutely thrilled that the humanistic ideas I and others have written about and talked on for a few decades are becoming accepted more widely and by…

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The Digital Metrics Field Guide - Exhibiting at ARF Re:Think March 16 an 17

I’m exhibiting at ARF Re:Think 2015: Where Leaders Ignite Growth at the Hilton Hotel on Avenue of the Americas on March 16 and March 17. I’ll have a table opposite registration and look forward to seeing you there.

Many really interesting companies will also be exhibiting and are worth checking out.

The Field Guide ships on April 14. Pre-order your copyat Amazon, Barnes & Noble, and the finest…

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Millennials, Mindsets, Microbrews ... and Golden Suds

Millennials, Mindsets, Microbrews … and Golden Suds

Beers of the world

With 2,592 unique craft brands sold Millennials—and all persons of legal drinking age—enjoy a stunning and sometimes bewildering array of lagers, pilsners, IPAs, stouts, pale ales, sours, and porters. They can be malty, hoppy, clear, dark, spicy, citrusy, or taste of coffee, toffee, nuts, cloves, bananas, and bittersweet chocolate. And we’re just scratching the…

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FGF: 5 New Ways to Think about Advertising

FGF: 5 New Ways to Think about Advertising

Field Guide Fridays

You’ve probably felt it. Advertising and measurement has changed. And you’re uneasy.  You sense that the old school ideas centered on the impact of media exposure—the one that led us to ask: “what is our advertising doing to people?”—doesn’t really describe how advertising works today.

That exposure model is so ingrained that it will stick around for a long time. In fact we…

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Consumer Mindsets Tuesdays: Mind Genomics and Revenue Growth

Consumer Mindsets Tuesdays: Mind Genomics and Revenue Growth

Consumer MIndset Tuesdays

Since we’re early into our Consumer Mindsets Tuesdays series, I will use the first several posts to introduce core ideas of Mind Genomics, the “science of everyday experiences,” on which our research is based. Today’s post explains four of them, including the direct contribution that mindset segments make to creating revenue-building marketing campaigns.

Core Idea #1:…

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A Cognitive Economics Primer - Q&A with Mitch Joel

A Cognitive Economics Primer – Q&A with Mitch Joel

Mitch Joel, President of Mirum, digital expert and host of the Six Pixels of Separation podcast series, interviewed me and Howard Moskowitz about our work in cognitive economics. We talk about mind genomics, cognitive economics, research we’ve done, such as the classic study of red wine, and our book Millennials, Mindsets, and Money, which is in development.

You can listen to the podcast here: Co…

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Field Guide Fridays: Avoid the "Endometrics Problem" and Improve Your Measurement

Field Guide Fridays: Avoid the “Endometrics Problem” and Improve Your Measurement

Field Guide Fridays

To write The Digital Metrics Field Guide I had to choose which metrics to include from an ever-expanding supply. Sometimes I wondered if there was a metrics nursery somewhere, like the star nursery in 30 Doradus.

So Many Metrics. Why?

When working on the Facebook metrics, I struggled with this question: Why were there so many measures concerned with engagement, interaction and…

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Consumer Mindsets Tuesdays Starts Today

Consumer Mindsets Tuesdays Starts Today

Consumer MIndsets Tuesdays

Consumer Mindsets Tuesdays starts today.

Consumer Mindsets Tuesdays shares original research on the mindsets consumers hold towards products, services, or experiences, ranging from airlines to wine. DId you know that three different mindsets towards red wine exist, each which very different views on what interests them? I’ll show that next week.

The mindset research…

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