Leveraging Insights

Practical tips for leveraging insights

OECS

Is who you’re targeting who’s really buying?

As part of the development of a good marketing strategy, marketers define their target market, i.e. who they are trying to attract through their branding and advertising efforts. Typically, they take their cue from the corporate strategy, which would assume, inter alia, that the products and services being created by the company would be of …

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Using forecasts and scenarios in strategic planning

One of the biggest travesties to me in strategic planning – yes, I know I’m being dramatic – is that companies do not incorporate economic forecasts and scenarios into their strategic plans. I don’t count mentioning the outlook in the background section when you’re setting the tone for the rest of your plans. To me, …

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Surviving the Recession: 5 Steps to Improve Business Decision-Making

I got the idea to write this post when I was writing the Recession and Falling Reserves 2013Q3 review for Barbados. I wondered if all of this doom and gloom about the economy was leading to worse business decision-making. So I did some research and I realised that within many companies marketing spend appears to …

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