Download - Elevated - Cargo Cult Marketing
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ELEVATED
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YOU DOTHE SAME
THING
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CARGO CULT MARKETINGPURSUING POPULAR TACTICSWITHOUT UNDERSTANDING
WHY THEY WORKED.
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HOW DO WEAVOID CARGO CULT
MARKETING?
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USE THE DATA
SHARE THE DATA
GET THE DATA
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YOU EITHERMAKE THEREPORTS
OR YOUGET THEREPORTS
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I FEEL CONFIDENT THATMY REPORTING DRIVES
RELEVANT, MEANINGFUL BUSINESS DECISIONS.
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YOURREPORTS
SUCK
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RAISE YOUR STANDARDS
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TWO TYPES OF REPORTS
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1) STATUS REPORT
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2) FUNCTIONAL REPORT
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A FUNCTIONAL REPORTANSWERS THE QUESTION
“SO WHAT?”
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MOST MARKETERS ARE DOING THE FIRST
BUT THINK THEY ARE
DOING THE SECOND.
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MOST MARKETERS ARE DOING THE FIRST
BUT THINK THEY ARE
DOING THE SECOND.
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CONTEXT
INSIGHT
DATA
ACTION
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DATA
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IF YOU DON’T KNOW YOUR NUMBERS,
YOU DON’T KNOWYOUR BUSINESS.
- MARCUS LEMONIS
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My boss doesn’t “Get” marketing“MY BOSS DOESN’T‘GET’ WHAT I DO.”
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GETCLOSER TO
THE MONEY.
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WHAT GETSMEASURED
GETS MANAGED.- LORD KELVIN
(KINDA)
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ACTIONABLEDATA CONNECTS
MARKETING ACTIONSTO BUSINESS GOALS
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WHAT MAKES IT“ACTIONABLE”?
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WHAT ABOUT AWARENESS?
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ONLINE TO OFFLINE
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OUR SYSTEMS DON’T TALK
THAT DATA IS PRIVATE
WE’RE NOT TRACKING IT
FROM ANOTHER DEPARTMENT
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THE BEST WAY TO GET THE RIGHT ANSWER ON THE INTERNET IS NOTTO ASK A QUESTION;
IT’S TO POST THEWRONG ANSWER.
- WARD CUNNINGHAM
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EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
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CONTEXT
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SPARKLINES
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#1
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FOCUS ON THE TOP TWO THINGS YOUR
COMPETITOR IS DOING SIGNIFICANTLY BETTER THAN YOUR COMPANY.
- AVINASH KAUSHIK
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INSIGHTS
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ANSWERS “SO WHAT”?
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INSIGHT IS KNOWINGWHAT’S IMPORTANT AND WHAT’S NOT IMPORTANT.
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A FOOLISHCONSISTENCY ISTHE HOBGOBLINOF LITTLE MINDS.- RALPH WALDO
EMERSON
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#5
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ACTION
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EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
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DATA
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DATA CONTEXT
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DATA CONTEXT
INSIGHT
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DATA CONTEXT
ACTION INSIGHT
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YOUR REPORTS AREA LITTLE BETTER.
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AVOID CARGO CULTS.MAKE YOUR MARKETINGPROVE THAT IT WORKS.
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INCREASE YOUR BUDGET
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EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
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GET YOU PROMOTED
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EVERY JOB DESCRIPTION IS THE
SAME. YOUR JOB IS TO MAKE YOUR BOSS
LOOK GOOD IN FRONT OF THEIR BOSS.- MERLIN MANN
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GIVE YOUR BOSSTHE AMMO TO MAKE
REVENUE-GENERATING DECISIONS.
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JK JOHNNY WATPITT
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ELEVATE MARKETING
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MARKETING DELIVERSTHE CHOCOLATE AND
CIGARETTES EVERY DAY.AND YOU CAN PROVE IT.
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ELEVATED@CHRISPRENDER