{"id":949,"date":"2016-05-12T15:28:07","date_gmt":"2016-05-12T15:28:07","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&#038;p=949"},"modified":"2023-01-18T15:59:12","modified_gmt":"2023-01-18T22:59:12","slug":"performing-jedi-mind-tricks-data","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/performing-jedi-mind-tricks-data\/","title":{"rendered":"Performing Jedi Mind Tricks Through Data"},"content":{"rendered":"<h2 style=\"color:#cc5122;\">The Evolution of Smart Data in Marketing<\/h2>\n<p>Every marketing professional has heard (and related to) John Wanamaker\u2019s infamous quote: \u201cHalf the money I spend on advertising is wasted; the trouble is I don\u2019t know which half.\u201d Despite everyone\u2019s drive to connect marketing to ROI, these words hold true today. Why? Because just when we think we have things figured out \u2013 events, social media, mobile, PR, etc. \u2013 the retail marketplace and consumer expectations shift.<\/p>\n<p>A quick timeline of consumer marketing will speak to that evolution:<\/p>\n<ul>\n<li>1800\u2019s: Sideshow product hawking introduces new remedies to consumers (aka: the snake oil salesman)<\/li>\n<li>1870\u2019s: John Wanamaker modernizes advertising by placing the first print ad in a newspaper<\/li>\n<li>1930\u2019s: Macy\u2019s masters \u201cbig event\u201d marketing with the Macy\u2019s Thanksgiving parade<\/li>\n<li>1950\u2019s: TV revolutionizes advertising by speaking directly to a captured audience<\/li>\n<li>1980\u2019s: Equity characters (Energizer bunny, Pink Panther, etc.) strike a chord with consumers<\/li>\n<li>1990\u2019s: PR &amp; word-of-mouth (WOM) begins to carry more weight\/legitimacy than paid placements<\/li>\n<li>2008: Social media kick-starts the consumer advocacy movement<\/li>\n<li>2016: Mobile\/technology shift consumer expectations to \u201cpredictive\u201d &amp; \u201cproximity\u201d marketing (aka: tell me what I want to know when I want to know it)<\/li>\n<\/ul>\n<p>But, hidden in the fabric of all this and even before marketing entered the mainstream, there was one constant \u2013 data.<\/p>\n<ul>\n<li>1790: The first US census to collect resident data<\/li>\n<\/ul>\n<p>Now, before your bang your head against the wall and go down the dark path of overused buzzwords like \u201cbig data,\u201d lets take a quick look at today\u2019s consumer:<\/p>\n<ul>\n<li>They have short attention spans (thank you Twitter &amp; Snapchat)<\/li>\n<li>They use technology to enhance (not replace) an experience<\/li>\n<li>They demand authenticity<\/li>\n<\/ul>\n<p>All of these things can be addressed with \u201csmart data.\u201d As we pointed out, data isn\u2019t new. Rumor is, Abraham Lincoln was a data collector before he became president. Data isn\u2019t particularly sexy either. If your title is \u201cData Analyst,\u201d very few people are picturing George Clooney or Charlize Theron. But, data derived from mobile technology that gives us insights into physical behaviors IS new (&amp; kind of sexy).<\/p>\n<p>Don\u2019t believe me? Smart data leads to exciting applications in both B2B &amp; B2C, it cuts down on excessive marketing (if only Mr. Wanamaker was here today to see it!), it isn\u2019t exclusive to the big budgets of conglomerates like Coke or Nike, and it isn\u2019t going anywhere like some other \u201cbright shiny objects\u201d that have come from Silicon Valley. That sounds pretty darn sexy to me.<\/p>\n<p>But what if accessible and cost-effective data could do even more? What if smart data could\u2026<\/p>\n<ul>\n<li>Arm your leasing team with not only accurate and real-time traffic information BUT ALSO real insights about your actual visitor behaviors that are tailored to specific retailer types.<\/li>\n<li>Influence events and promotional efforts by understanding your customer segments.<\/li>\n<li>Filter your visitors via a database at the touch of button (in real time) allowing you to customize your seasonal marketing budget &amp; messaging so that you ONLY target those who are relevant with messages that are relevant.<\/li>\n<li>Monitor customer behaviors of your top competitors or look-alike peers to more clearly understand your position within the marketplace and better define your brand.<\/li>\n<li>The possibilities are truly endless and endlessly impactful. Just think of the ROI reports we could create!<\/li>\n<\/ul>\n<p>We love to talk about the possibilities of this kind of data as it relates to what we do at COHN \u2013 branding, messaging, PR, design, digital, thought leadership, etc. \u2013 and have started putting programs in place to apply it to our client objectives. It\u2019s actually pretty remarkable what we can do with the smart data. We joke around the office about the \u201cJedi Mind Tricks\u201d we\u2019re executing on behalf of our clients.<\/p>\n<p>It makes us feel kind of cool \u2013 in a Data Analyst \/ Star Wars kind of way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Evolution of Smart Data in Marketing Every marketing professional has heard (and related to)&#8230;<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[124,36,125,46],"class_list":["post-949","post","type-post","status-publish","format-standard","hentry","category-insights","tag-b2b","tag-healthcare","tag-lifestyle","tag-real-estate"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Performing Jedi Mind Tricks Through Data - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Learn how &quot;smart data&quot; can open doors of marketing opportunity and prove that not all money spent on advertising is wasted.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/949\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Performing Jedi Mind Tricks Through Data - COHN Marketing\" \/>\n<meta property=\"og:description\" content=\"Learn how &quot;smart data&quot; can open doors of marketing opportunity and prove that not all money spent on advertising is wasted.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cohnmarketing.com\/performing-jedi-mind-tricks-data\/\" \/>\n<meta property=\"og:site_name\" content=\"COHN Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cohnmarketing\" 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