MC Insights
Article
Developing Foresight
How is it already December? This is the question that will echo across offices next Monday. The end of 2019 and arrival of 2020 comes into clear view in the last month of the year. For many organizations it is both the arrival of year end and the planning and approval season for next year’s […]
Know Your Baseline
Federal agencies are grappling with how to interpret and implement the latest guidance from the Office of Budget and Management (OMB) in Circular A-11. Section 280 outlines details on how agencies are expected to measure and manage customer experience and improve service delivery for citizens moving forward. More than a footnote in the Federal Registry, […]
Metrics That Matter
Summer Fridays may be in full effect, but that doesn’t mean the expectations of your clients are any slower or lower. As August heat and humidity rises, so does the opportunity to influence or shift how metrics are integrated into fall campaigns, and goals for Q4 and year-end. Are there opportunities to consider new, quantitative […]
Face Your Fears
Data is central to our decision-making process. I’m not sure we need/want to know that. Both of these statements typically happen in the same conversation with executive and marketing leadership when discussing data use by their organization. Public, private, agency, nonprofit, government, university… the type of organization doesn’t matter, the sentiment is the same. We […]
What Do You See?
People-watching at a coffee shop can tell you a lot about the surrounding neighborhood. The demographics of the customers and non-customers, the ebb and flow of commuter traffic, the dynamics of other nearby businesses and competitors, or even potential changes that are starting to impact the community. However, when you watch and for how long you watch can […]
Curating Consumer Trends
When the term “curate” shifted from the art world to the aisles of Home Goods, a general sigh of annoyance emitted from the marketing world as a useful and purposeful word “jumped the shark.” Yet, despite our collective tiredness of social influencers “curating their feeds,” the reality is we live in an age where the proliferation […]
Agency Blind Spot: Audience Data
Prove your value. Agencies have different ways of stating this idea to their clients and staff. Everyday this idea is top-of-mind for agency leaders. Whether you are a creative agency, public relations, or public affairs shop you need to demonstrate to your current and prospective clients that you can have a meaningful impact on their […]
How e-Listening Can Improve Federal Agencies
Perception matters. Even for the U.S. government and its 445 federal agencies. When you peel back the perception of government organizations as being large, unresponsive, and disconnected there are real teams of people who endeavor to fulfill their mission and serve the American people. The disconnect between agencies and the citizens they serve has a […]
Bolster Your ABM With VOC
Engaging B2B customers effectively is a complex process. From addressing users differently based on their roles to maintaining proper knowledge of each account user to ensure communications are relevant and effective. Without the right data infrastructure, it’s difficult to assign one user to a specific account or to determine which user in an account is […]
Three Lessons for Pathfinders in 2019
Analysts and marketers share a common bond over data– leveraging good data to make informed decisions drives both professional groups. The Metric Centric team benefits from expert insight on both sides that we draw on continuing to refine and improve our analysis and findings. When insights arise that standout across our teams, we take note. […]
Why Social Media Matters for B2B Customers
My customers are not on social media. B2B leadership echoes this sentiment across the country when asked about the relevancy of social media to their customers. Facebook, Twitter, blogs, and forums are dismissed as not relevant destinations for their target consumers. This sentiment stems from the perception that social media channels are purely social and […]
Establishing Marketplace Presence
Customers buy for their reasons, not yours. No matter what your product is, ultimately your company is in the education business. Your customers need to be continuously educated about the advantages of doing business with you and taught how to make ongoing improvement in their lives. I am often asked what the best marketing vehicle […]