October 31, 2019

Benchmarking has several similar descriptions, and virtually all center around comparing your processes and practices to industry leaders to determine best practices and performance in crucial functions, with the goal of improving your own performance. It is now seen b...

August 23, 2019

A rapid transformation is underway in our society, creating stunning breakthroughs and consumer benefits while simultaneously being castigated for privacy concerns and technology overreach. The source of this power and controversy is personalization, buttressed by its...

March 19, 2019

When you began your working career, did you hear the phrase, “you have to start at the bottom and work your way up?” For most of us, this was a truism that meant we had to learn the basics, get the lay of the land, and build a foundation we could use as a springboard....

January 14, 2019

As you prepare for an important trip, would you ever go without a plan for how to get to your destination, what to do when you arrive, and your most important goals for the visit? Most of us would not – and yet many educational institutions undertake their marketing ve...

November 9, 2018

How do you increase the effectiveness of your emails, digital ad campaigns, website, blog posts, social media activity, and other marketing programs? While that’s a loaded question, there is at least one simple answer: marketing testing.

By testing critical variables in...

August 9, 2018

How big a role does habit play in our society, in our institutions, and in our own behavior? Simple answer: huge. So significant, in fact, that habit has been one of the biggest topics covered by philosophers, writers, and self-help gurus from the Greek heyday to today...

August 8, 2018

See part I of this "Habit" piece for the definitions of "friend" and "foe" habits and much more!

How Habits Change

Despite their powerful grip, it is a fact that habits change. People start exercising more, reading more, going to church more – or they spend even more tim...

March 3, 2018

In this era of big data, many of us understand that our lives are continually being tracked, both on- and offline. It’s no coincidence that the vehicle you researched on CarMax instantly shows up as an ad on another website. Your movements on Google Maps help the compa...

March 2, 2018

Originally Published in NAIS Independent School Magazine, Winter 2018

In part 1, I discussed the dynamics of data-driven marketing, the social and technology changes underlying it, how three leading schools used strategic marketing to exceed their goals.

Read part 1 now...