Shugoll Thoughts

Building Trust: How to Humanize Your Brand


Building Trust: How to Humanize Your Brand

How long would you be friends with someone who constantly takes money from you? That is the inherent challenge of running a business: building customer loyalty when the flow of cash is exclusively one-way. More...


Preventing Non-Response Bias in Market Research


Preventing Non-Response Bias in Market Research

We have all been there - working our way through a winding questionnaire only to abandon it halfway through. There is often a correlation between factors such as a respondent's age, sex, and social status, and whether they finish the survey. These factors can also determine if an individual chooses to participate in the first place. More...


How to Make Customer Relationship Management Successful


How to Make Customer Relationship Management Successful

A customer relationship management (CRM) system and the data it collates are powerful tools to have at your disposal. These three strategies reveal an implementation pathway to generate revenue so that, in time, the system pays for itself. More...


Motivating Creative Employees


Motivating Creative Employees

Creativity is one of the most desirable traits that an employee can bring to the table. Just one individual's ability to innovate and think laterally enhances the entire team's capacity to achieve its goals. Identify the creatives in your midst. More...


The New Rule in Business: Customer Engagement


The New Rule in Business: Customer Engagement

Technology has made it easier for businesses today to communicate with their customers than ever before. It is ironic, then, that communicating meaningfully seems increasingly to be a lost art. More...


Using Analytics to Align Sales and Marketing


Using Analytics to Align Sales and Marketing

For most companies, it's the marketing department's job to generate leads and the sales department's job to turn those leads into customers. However, for best results, these two departments need to work together, taking shared responsibility for increasing their return on investment (ROI). More...


Meaningful Knowledge is Power


Meaningful Knowledge is Power

Knowledge is dispassionate; it is compiled facts and figures, research and data. While entirely accurate and true, mere knowledge lacks direction and cannot bring about real change on its own. Only when it is honed with purpose and shared with the right people, through the right channels, does it transform into meaningful knowledge. More...


Using Experiments to Launch New Products


Using Experiments to Launch New Products

It is always a leap of faith to introduce a new product into a market. Justification for the investment of time, effort, and resources lies in the response from consumers, which is never guaranteed. Increasingly, companies are relying on controlled experiments to improve the accuracy of the predicted response, and to tweak their products and/or services accordingly. More...


How to Make Sure You're Not Using Data to Justify Decisions You've Already Made


How to Make Sure You're Not Using Data to Justify Decisions You've Already Made

Validation is a powerful emotion. It is extremely satisfying to see your business data align accurately with what you believed would eventuate. However, it can also be a waste of your data resources. Fight the temptation for constant positive reinforcement and angle your data assets to drive the future instead. More...


The Fundamentals of Leadership Still Haven't Changed


The Fundamentals of Leadership Still Haven't Changed

Type "leadership books" into any search engine and you will be presented with an almost unending list of results. Take a closer look and you will discover that the list consists mainly of lists itself. An even closer look will reveal that the same 20 or so books dominate. More...


What New U.S. Data Privacy Laws Mean for Business


What New U.S. Data Privacy Laws Mean for Business

Success is often a matter of recognizing the small paradigm shifts which are precursors to momentous change. Chief Marketing Officers (CMOs) with a knack for identifying these telltale signs are ideally positioned to create cutting-edge campaigns that resonate with audiences and drive revenue. Here is our cheat sheet to jumpstarting your company's marketing strategy in 2019. More...


New Year, New Priorities. Tips for CMOs in 2019


New Year, New Priorities. Tips for CMOs in 2019

Success is often a matter of recognizing the small paradigm shifts which are precursors to momentous change. Chief Marketing Officers (CMOs) with a knack for identifying these telltale signs are ideally positioned to create cutting-edge campaigns that resonate with audiences and drive revenue. Here is our cheat sheet to jumpstarting your company's marketing strategy in 2019. More...


Content Marketing: The Essentials of Marketing Strategy


Content Marketing: The Essentials of Marketing Strategy

For several years, content marketing has been considered a priority. Results from various studies published by Iron Paper found that 91 percent of business-to-business (B2B) marketers used content marketing in 2017 and 53 percent of B2B marketers say their content marketing strategy is successful. More...


Connecting to Your Audience


Connecting to Your Audience

Analysts have been sounding the alarm on television advertising for many years now. When spending on digital advertising overtook TV ad spending for the first time in 2017, it seemed that the end was truly here. However, the latest statistics seem to indicate that the pronunciation may have been premature - instead of receding, linear sales of television ads grew by five percent in 2018. More...


Encouraging Creativity in the Workplace


Encouraging Creativity in the Workplace

Machines and artificial intelligence can think, calculate, and act faster than any human. However, we possess one quality that they cannot replicate - creativity. Executives who harness the creative potential of their teams produce results that are disproportionately greater than would otherwise be possible. Here are five basic concepts that boost creativity in the workplace.... More...


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