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Jan 15, 2025 | 
martech.org | Shiv Gupta
As marketing analytics rapidly evolves into an AI-driven field, one major challenge threatens to derail progress: bad data. While AI excels at turning vast amounts of information into actionable insights, its effectiveness depends on well-planned and well-managed datasets. Bad data leads to poor predictions, bias, flawed insights and unintended outcomes. To address these risks, companies invest heavily in data cleaning, validation and governance — an essential, time-consuming, complex process.
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Nov 13, 2024 | 
msn.com | Shiv Gupta
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Nov 13, 2024 | 
martech.org | Shiv Gupta
The decline of marketing as an influential business function is well documented. Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot and the most likely to be dismissed. This unsettling trend is supported by the Fall 2023 CMO Survey, where most CMOs reported limited involvement in executive-level decisions. They are not regular attendees at board meetings, and even fewer participate in earnings calls.
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Sep 10, 2024 | 
msn.com | Shiv Gupta
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Sep 10, 2024 | 
martech.org | Shiv Gupta
Market research is indispensable for businesses, guiding strategies and decisions with data-driven insights. However, many organizations fail to take advantage of all of them. This diminishes the research’s value and weakens marketing’s credibility. The issue often lies not in the research quality, but in how it is treated post-delivery.
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Sep 9, 2024 | 
hubbis.com | Kees Stoute |Alice Chen |Shiv Gupta
The Hubbis India Wealth Management Forum 2024 concluded with a pivotal panel discussion that focused on the growth and sustainability of the private wealth management industry in India. This session brought together a distinguished group of experts, including tax advisers, private client lawyers, and wealth planning specialists, to explore the complexities of succession planning, intergenerational wealth transfer, and the importance of engaging with future generations of clients.
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Jul 16, 2024 | 
msn.com | Shiv Gupta
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Jul 16, 2024 | 
martech.org | Shiv Gupta
CMOs have the shortest tenures of C-suite executives. One main reason for this is the difficulty CMOs have in proving the financial value of marketing expenses. Despite advancements in addressability and attribution, marketers still struggle to find ROI measures that impress the CFO and the CEO. The biggest obstacle to developing useful ROI estimates is establishing the right marketing metrics. As marketers battle for customer attention, marketing channels are inundated with offers and content.
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May 14, 2024 | 
martech.org | Shiv Gupta
Why is putting a figure on marketing ROI still a problem? While advances in marketing analytics and technology have been made, a significant portion of businesses still report facing difficulties in calculating ROI. In the fall 2023 CMO survey, CMOs report Increased pressure from the CFO to properly report and improve marketing ROI. The problem of marketing ROI is simple, but it’s difficult to solve. In essence, many marketing leaders know how to drive marketing results.
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Mar 13, 2024 | 
martech.org | Shiv Gupta
Surveys and focus groups are the go-to methods for gathering customer insights to drive marketing strategy. However, they have major flaws like inherent biases, poor predictive power, high costs and responder fatigue. It’s time to move beyond these outdated tactics. Today, AI-powered tools like data mining and sentiment analysis offer a powerful way to augment and improve customer research.
