Story Behind the Strategy explores the intersection of communication, leadership, marketing, AI, and storytelling. Every article starts with a simple question: Why do some ideas connect while others are forgotten?
A contest offering a two-year Chevy Cruze lease was bound to generate plenty of entries. The more important question was what we could learn from them. One Big Data presentation changed how I thought about turning contest participation into actionable marketing insights.
Marketing data gives us more numbers than ever, but collecting data isn't the same as knowing what to do with it. Sometimes the most useful marketing question is also the simplest: “So what?”
