Don Scheibenreif

The Forrester B2B Marketing and Sales Data Strategy Model and Process have been redesigned to better meet the demands of B2B #DataQuality improvement while your business remains in motion. Changing the tires on a moving car...and other impossible things.

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I've also been conducting B2B surveys for many years and am not surprised by the pain points real respondents have shared. Too often, clients push back when you tell them that they can't just keep adding questions and length becomes an issue. However, I have worked with some folks who appreciate the dilemma we face. One potential solution is to split samples for some questions (especially the long grids) with half the sample getting one half of the list and half getting the other. This tends to have less impact on the analysis than one would think. Also, avoiding a lot of personally identifying information should be a no brainer and often adds little value to the analysis.

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GenAI is changing every step of the business buying process. This week on What It Means, Forrester Principal Analyst John Buten explains how B2B marketers and sellers can keep pace.

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/eHHx-xBC Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/eNZdSPDm #insightstoactivate

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Addressing a Black Hole in Textual Analysis: Understanding Metaphors for Better Insights http://dlvr.it/T9zNfh #AMA #Marketing #Advertising

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Are you considering ways to harness the power of #AI in your business? If so, you’re not alone. In this Business Reporter article, Eda Cetinok dives into Ipsos’ GET.AI framework that helps organizations prepare for AI adoption. Check it out: https://lnkd.in/gz3ZRBcG

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B2B marketers and sellers are often so mired in internal processes that they lose sight of (what should be) their aim: to deliver value to buyers and customers. Principal Analysts Amy Hawthorne and Rick Bradberry describe a better way to operate on this week’s Forrester podcast before their keynote session on the topic at #ForrB2BSummit North America.

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/gYydjcCh Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/gPQbFSTR #insightstoactivate

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/gKuahBXA Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/gTQRyQcb #insightstoactivate

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When I read a book that educates and inspires business success, I have to share it with other people. Today, that book is by Brett Townsend and Tim Hoskins and is called, “Insights on the Brink: Revitalizing the Market Research and Analytics Industry.” The struggle it addresses is summarized with this quote: “Consumer insights is, almost without exception, classified as nonworking dollars, meaning that we’re considered a cost center instead of a revenue-generating part of the business. So from the get-go, we’re fighting an uphill battle to prove our value.” Many of the concepts resonated deeply with my real-world experience, deeply held beliefs, and lifelong passion. Research insights, analytics, and collaboration are the foundation for driving business impact. We hold the key to unlocking opportunities for change, growth, and transformation—yet we often resist the changes needed to fully unleash that potential. Insights on the Brink challenges the traditional mindsets and practices of our industry, urging us to rethink how we approach our work. It offers fresh ideas and innovative methods that help us achieve the meaningful impact we strive for but don’t always attain. Here are a few excerpts that truly resonated with me. Every time I re-read them, I find myself internally shouting, "YES! This is spot on!" • “If you can’t tell me your story in three slides, you don’t have a story.” • “I don’t need to know everything you know; I just need to know what I need to know.” • “The most successful projects are the ones where the client and agency go on the journey together.” • “And further, the agency role should not end with a report, but should follow through on implications and strategy.” • “It’s not about methodologies: We need to give ourselves permission to break free from methodology and inconsequential data and flip our mindset to focus on outcomes so we can play a more powerful role.” I invite you to get the book and discover how it inspires new thinking and actions that can make a real difference for you! Kudos to Brett Townsend and Tim Hoskins for this remarkable book! https://lnkd.in/g5Pmya_6 #MRX #Insights #ConsumerInsight #CustomerInsight #MarketResearch #MarketingResearch #BusinessImpact

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/ef5Y4m22 Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/eWRubwDH #insightstoactivate

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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Today the BOOK LAUNCH of "Insights on the Brink," written by my esteemed colleagues, Tim Hoskins and Brett Townsend, is available on Amazon. It is a must read for all insights and strategy professionals meant to spark meaningful conversations on how we can evolve our industry so it reaches its full potential. #marketresearch #consumerinsights #mrx

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Consumers are changing what, where and how much they spend. How is your organization being impacted? How do you plan for next year? #consumertrends #consumerinsights

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Be inspired by top Insights & Analytics leaders via The Path https://lnkd.in/gnKFpjFh. Our July leader – Sean Burress, MBA, Kimberly-Clark Global Sr Director, Insights & Analytics – tells us how he found his best professional self from the most painful advice. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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It’s critical to understand customers’ needs and what causes shifts in their preferences. Circana explores how loyalty data can help your business understand your customers better, personalize your brand's marketing efforts, and make informed decisions. Get the e-book here: https://hubs.ly/Q02NRXVx0

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