HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore. Marketers still use the “funnel” to imagine and allocate budget, people, actions – even when there is multi-decade data that the funnel is a lie. Company after company misses trends and goes kaput – even after investing in multi-million dollar data projects to build clean rooms, unified consumer view cloud-based business intelligence platforms. ☹️ The core challenge isn’t data scarcity; it is insights latency. Which impacts your ability to follow my advice to deliver IAbI, and not data.…
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With the slow and steady evolution from keyword searching to resolution questions typed into Answer Engines, you are going to lose traffic (and revenue) somewhere in the rage of -18% to -64% during the course of the next calendar year. Today, our challenge is three-fold: A. How can you identify the size of your loss? B. What can you do to recover some losses? C. What actions can you take to take advantage of this shift and grow revenues? Every smart company is building a forecasting model to estimate these three life-critical dimensions. Let me make that important exercise a…