At the recent Data Night in Seattle, I interview Christy Marble of Visier and give her the name “Dr. Kill Joy” as a reaction to her thoughtful but tough presentation (ouchie). She likes to arms her marketers with hands-on data and challenges her staff to
compete for being viable and kill programs that aren’t working. They hardest thing is to find out what’s not working and kill it. Put that money back into things that are working. Marble literally holds contests in this scenario. The “other side” of marketing analytics for sure.