Marketing Intelligence

An ESG marketing strategy is a structured approach to communicating a company’s environmental, social, and governance commitments in ways that build trust, differentiate the brand, and support commercial growth. Done well, it connects genuine business behaviour to audience values. Done poorly, it becomes a reputational liability. The gap between those two outcomes is almost always…

Reach and frequency are the two variables that sit beneath almost every media planning decision. Reach is the number of distinct people exposed to your message. Frequency is how many times each person sees it. Every media budget you set, every channel you choose, every campaign you plan is making an implicit trade-off between the…

Segmentation, targeting and positioning (STP) is a three-stage framework that helps marketers decide which customers to pursue, how to reach them, and what to say when they get there. Segmentation divides a broad market into distinct groups based on shared characteristics. Targeting selects which of those groups represent the best commercial opportunity. Positioning defines how…

Competitor segmentation is the practice of grouping rivals into distinct tiers based on how directly they threaten your position, so you can allocate competitive intelligence time and strategic attention where it actually matters. Most businesses treat their competitive set as a flat list. That is a significant waste of analytical effort, and it leads to…

Outcome marketing is the practice of designing, funding, and measuring marketing activity against specific business results rather than channel metrics or campaign outputs. It treats marketing as a commercial function with a defined role in revenue, retention, or market share, not as a production line for content, clicks, or impressions. The distinction matters because most…

Counter positioning is a strategy in which a challenger brand adopts a business model or market position that an incumbent cannot copy without damaging itself. The defender knows the new approach works. They choose not to respond, because responding would cost them more than ignoring it. That asymmetry is what makes it powerful. It is…

Statistical significance in marketing campaigns tells you whether a result is likely real or just noise. It does not tell you whether that result matters. That distinction sounds obvious, but it gets ignored constantly, often by people who should know better. A test can be statistically significant and commercially irrelevant at the same time. A…

Marketing segmentation is the process of dividing a broad target market into smaller, more defined groups based on shared characteristics, so that messaging, product positioning, and channel decisions can be tailored to each group. Done well, it forces commercial clarity. Done badly, it produces a spreadsheet full of personas that nobody uses and a media…

New positioning is the strategic decision to change how a business, product, or service is perceived in the market. Done well, it sharpens relevance, attracts better-fit customers, and gives sales and marketing a sharper story to work with. Done badly, it creates internal confusion, alienates existing customers, and signals to the market that you don’t…