Teddy Goff led a team of more than 200 people focused on digital media for President Obama’s re-election campaign. They generated more than 133 million video views, developed innovative tools to build grassroots communities, and raised more than $690 million. Recently, he and two colleagues formed a strategic marketing consultancy, Precision Strategies. Here, Goff talks about the importance of cultivating relationships and how President Obama’s re-election campaign ultimately relied on the effective use of predictive analytics.
What was the digital campaign’s key contribution to President Obama’s re-election?
It put supporters back into a primary role. We realized the most important thing we could do on the digital side was to cultivate relationships with the supporters on e-mail, Facebook, Twitter. We wanted to keep them inspired, engaged and informed. If we gave those people a reason to hit the retweet button every now and again, hit the share button, they could reach almost everyone in the United States more powerfully than we as a campaign operation ever could. President Obama on election day had about 34 million Facebook fans. Those people were friends with 98 percent of the U.S.-based Facebook population, which is more than the number of people who vote. Continue Reading »
By Michael Zerbs
Sensitivity around risk management is no longer solely a concern for large financial services organizations. In an economy still freshly scarred by the global financial crisis, what we are seeing is a pervasive questioning of the fundamental assumptions that large organizations, and individual investors so easily took for granted pre-crisis.
Questions that are now top of mind include, do I fully understand risk exposures across my organization? Can I trust my governance processes to sufficiently ensure accurate risk reporting? Can I accurately quantify the riskiness of a transaction? And, is my point of reference for riskiness really reliable? Continue Reading »
By William Fuessler
I have always loved the finance profession, and thrived on the challenging nature of the business.
No two days, no two weeks, or two months are ever the same.
Change is virtually the only constant in today’s business. Within the past decade, the rising forces of digitization, globalization and Big Data have accelerated the pace of change and have made the landscape fiercely more competitive.
Having an intimate view of the business, finance leaders have access and insight over details large and small related to business unit performance, costs, trends in customer growth and paths to innovation. They know the peaks and valleys, the risks and rewards, and what’s working, and what’s not. Continue Reading »
By Kim Whitler
What are the biggest challenges facing marketers across the globe? According to a hot-off-the-presses study conducted globally by IBM (500 marketing managers) across 15 different industries, creating growth (through the acquisition of new customers) and sustaining growth (through superior loyalty) is at the very top. Forty-two percent of respondents suggested that acquiring new customers and 36 percent suggested driving loyalty and satisfaction were the biggest challenges facing their organizations.
While these results aren’t earth-shattering as it is likely that a survey a decade ago would have yielded a similar pattern, what is surprising is the items at the bottom. Continue Reading »
By Joyce Phillips
It used to be that next generation technology to make humans smarter, faster and at the top of their game was the stuff of cinema and science fiction.
Here at ANZ, we are exploring a groundbreaking solution that holds this very same promise – a cognitive assistant, if you will, that can empower our regional bank advisors to better serve our two million wealth management clients.
To understand why and what we’re doing to foster this innovation, it’s important to start with the perspective of the customer.
Imagine yourself entering a regional bank branch. You’ve arranged an appointment with the branch’s financial advisor, to discuss the life you want for you and your loved ones upon your retirement, and the solutions you need to achieve it. Continue Reading »
By Randall Beard
It’s often said that marketers are drowning in data, but here at Nielsen, we have an idea for turning that harrowing experience into an insightful deep sea exploration.
For decades, Nielsen has been in the business of empowering brands and agencies with the information they need to understand and build connections with consumers. We do this by measuring the advertising and media content people watch, the goods and services people buy – and very importantly, by spotting connections between the two. Why are these connections important? If you know what ads people are exposed to, and you know what those same people buy, you can get a lot smarter about how well your advertising is working and how to make it work better. Continue Reading »
By Manoj Saxena
Social and technological shifts are driving rapid change, altering ways in which individuals interact with one another, learn, and attend to their personal and business needs. These shifts offer the potential to strengthen the relationships between companies and their customers—enabling more individual and directed communication and allowing organizations to cater to individual needs. Yet, for many, today’s online customer experiences lack personalization, timeliness and trust.
But what if companies could offer their customers the kind of personalized and knowledgeable assistance when they’re online or on the phone that people have come to expect from top-flight customer service delivered in person? Continue Reading »