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Author Archive

Big Data

How Brands Can Best Leverage Data

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How Brands Can Best Leverage Data

2.5 Exabytes of data are produced everyday by internet users. That’s equivalent to 250,000 Libraries of Congress. With so many posts, pictures, reviews and videos at our disposal, we tend to think we already know everything we need to about our customers.

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Customer Experience

Brands Must Retire The AIDA Model

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The AIDA framework Attention, Interest, Decision, Action

The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).

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Advertising

3 Keys To Increasing Return On Ad Spend

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3 Keys To Increasing Return On Ad Spend

We’re all too familiar with the old Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. It no longer has to be that way.

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Brand Management

How Televangelists Achieve Brand Success

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How Televangelists Achieve Brand Success

How do leading religious brands (televangelists and megachurches) drive a thriving business in a decimated market (church attendance has been on the decline for 40+ years)? What can you learn from their marketing efforts?

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Brand Growth

Driving Brand Growth Via New Paths-To-Purchase

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Driving Brand Growth Via New Paths-To-Purchase

For 50% of us, the typical path to conversion involved using 3 or more devices.

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