1. If your online business has not established specific key performance indicators beyond the basics (visits / total revenue).

2. If the decision-makers in your online business receive an auto-generated dashboard report but no analysis is done.

3. If you do not define specific KPIs for each campaign in the marketing brief before the campaign starts and try to measure success afterwards.

4. If you reach conclusions and make marketing decisions based on aggregate data and don’t break it down to understand segment behaviors.

5. If you have unexplained phenomena in one report but you assume that other reports would be reliable.

6. If your offline metrics go against the online metrics and there is no clear explanation.

7. If you believe your analytic team has everything figured out to an exact science.

1-1 relationship marketing has been my fascination until Zafar Iqbal, one my favorite MBA professors, introduced me to the amazing world of analytical tools and strategic frameworks for business sustainability. Most of these models are tend to solve marketing problems through aggregation.

Although marketing decision making needs simplified models but think there have to be models that support granularity just because we now have data. Instead of asking “what should we do with all this data” why not try to change the models that we try to fit this data into.

So today I launch my campaign against linear purchase funnel (awareness, consideration…). In know this is not new. People have been talking about it but can someone evolve a new purchase cycle instead of showing a big cloud clip-art in their power points?