Jim Alcott

Jim Alcott is a 25+ year marketing veteran currently serving as CEO at results-focused agency Alcott Marketing Science. He previously co-founded and served as CEO at Alcott Routon which served more than one-fourth of the nation’s largest banks, and he served in a number of capacities at Response Marketing Group USA. Jim has served as the lead strategist on a number of national accounts including KinderCare, Wachovia Bank, and the National Federation of Independent Business.
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Recent Posts

The Family Business: Jim Alcott's Story

Posted by Jim Alcott January 10, 2017 10:51:00 AM

People often ask me how I got into this business, so I thought I'd share a little bit of my family's story and how it led to what Alcott Marketing Science has become today. 

My father was a graphic designer—back before the computer—when there were far fewer graphic designers, and folks needed an explanation of exactly what one was. His father was one as well, so while I’m not a designer myself, my work has been a continuation of my family’s involvement in the marketing and agency business. 

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Topics: Agency, Data, B2C, B2B

Geodemographic vs. Household-Specific Data

Posted by Jim Alcott October 24, 2016 02:38:00 PM

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We often find ourselves in conversations with marketers where we are explaining the power of household-specific demographics and their advantage over geodemographic segments like Prizm, Mosaic, Tapestry and the like. Working with such high-level data is often overwhelming, and it can be confusing to know what kind of data you should really be using to get the most out of your marketing campaigns. 

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Topics: Data

How to Leverage Your Own Company Data to Grow Business: 5 Suggestions

Posted by Jim Alcott June 14, 2016 09:11:00 AM

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One of the most valuable assets in your business is data - data about your customers. Effectively leveraging this data can have a significant impact on growing revenues. 

In the post that follows, we’ll recommend five things to turn your customer data into business growth, and we’ll address three common concerns.

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Topics: big data, Agency, B2C

Top 5 Companies Doing Something Big With Data

Posted by Jim Alcott March 28, 2016 09:30:00 AM

I recently, and reluctantly because I generally avoid buzzwords and fads, wrote a blog post on Big Data which you can see here. It was suggested by someone on our team that I follow up with some examples of how companies are successfully using big data and analytics to change their businesses. 

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Topics: big data, Agency, B2C

Big Data: What does it actually mean?

Posted by Jim Alcott March 15, 2016 03:42:00 PM

Probably to a fault, I avoid buzzwords and hype. I’ve avoided addressing “Big Data”, even though it is one of the most relevant recent business trends to Alcott Marketing Science’s core value proposition.

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Topics: big data, B2C

How to Discriminate in Marketing Decisions

Posted by Jim Alcott February 01, 2016 11:50:00 AM

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Do you know when to discriminate?

Smart marketing is about disproportionately allocating limited marketing resources against the targets where you’ll have the greatest success. Most organizations are able to identify more opportunities or “good ideas” than their marketing budgets can support. 

The marketing team must be able to discriminate among the "good", "better" and the "best".

How do they do that? There are more considerations than I can address in this short piece, but I suggest beginning with a fairly simple, four-step process.

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Topics: ROI

Six Opportunities to Increase Digital Advertising Effectiveness

Posted by Jim Alcott January 05, 2016 09:20:00 AM

The beginnging of the year is a great time to resolve to make improvements. To help, we’ve provided six opportunities to improve your digital advertising results in 2017.

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Eliminating Waste in Advertising

Posted by Jim Alcott November 30, 2015 11:36:00 AM

I know many of us have heard the quote dozens of times, but some haven’t—and it bears repeating:

“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”


When the great merchant—and marketer—John Wanamaker made this statement more than a hundred years ago, he wasn’t suggesting that advertising didn’t work.  In fact, he spent large sums on advertising in spite of its known waste, because it drove business growth and his personal fortune.

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Topics: Propensity, Targeting, Qualification

Location, Location, Location: The Importance of Site Selection in Urgent Care

Posted by Jim Alcott September 22, 2015 03:37:00 PM

Acquiring new patients - whether it's for urgent care, specialized physicians clinics, freestanding emergency departments, etc. - requires targeted marketing and site selection tactics that eliminate the waste associated with mass media and more traditional site strategies.

One crucial component of a successful targeting strategy is defining the appropriate geography. Locational convenience is a critical factor in terms of the patients you’ll be successful in acquiring.

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Topics: Targeting, Measurement, Healthcare

We Couldn't Be More Proud!

Posted by Jim Alcott December 19, 2013 10:58:00 AM

 

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Topics: Agency News