I received a thoughtful e-mail the other day suggesting that my discussion of marketing performance measurement had been limited to advertising effectiveness, thereby ignoring the other important marketing functions of pricing, distribution and product development. For once, I’m not guilty as charged. At a minimum, a balanced scorecard would include measures related to those areas when they were highlighted as strategic. I’d further suggest that many standard marketing measures, such as margin analysis, cross-sell ratios, and retail coverage,...
Thursday, 30 August 2007
Monday, 6 August 2007
What Makes QlikTech So Good: A Concrete Example
Posted on 05:12 by Unknown
Continuing with Friday’s thought, it’s worth giving a concrete example of what QlikTech makes easy. Let’s look at the cross-sell report I mentioned on Thursday.This report answers a common marketing question: which products do customers tend to purchase together, and how do customers who purchase particular combinations of products behave? (Ok, two questions.)The report this begins with a set of transaction records coded with a Customer ID, Product ID, and Revenue. The trick is to identify all pairs among these records that have the same Customer...
Friday, 3 August 2007
What Makes QlikTech So Good?
Posted on 10:40 by Unknown
To carry on a bit with yesterday’s topic—QlikTech fascinates me on two levels: first, because it is such a powerful technology, and second because it’s a real-time case study in how a superior technology penetrates an established market. The general topic of diffusion of innovation has always intrigued me, and it would be fun to map QlikView against the usual models (hype curve, chasm crossing, tipping point, etc.) in a future post. Perhaps I shall. But I think it’s important to first explain exactly just what makes QlikView so good. General...
Posted in business intelligence, qliktech, qlikview, software selection, vendor evaluation
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Thursday, 2 August 2007
Notes from the QlikTech Underground
Posted on 09:50 by Unknown
You may have noticed that I haven’t been posting recently. The reason is almost silly: I got to thinking about the suggestion in The Power Performance Grid that each person should identify a single measure most important to their success, and recognized that the number of blog posts certainly isn’t mine. (That may actually be a misinterpretation of the book’s message, but the damage is done.) Plus, I’ve been busy with other things—in particular, a pilot QlikTech implementation at a Very Large Company that shall remain nameless. Results have...
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