Knight Stivender

Knight Stivender is Director of Business Development and Client Loyalty for Alcott Marketing Science.
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Recent Posts

How to recognize you're being trolled by Russians

Posted by Knight Stivender November 02, 2017 11:47:00 AM

 

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Topics: Digital

Download the Data Marketing Field Guide

Posted by Knight Stivender October 18, 2017 10:14:00 AM

 

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Topics: Data

Want to be innovative? Try thinking small.

Posted by Knight Stivender September 27, 2017 03:03:00 PM

Photo by Florian Klauer

I worked many years for a large news media corporation that was enormously disrupted by the Internet.

Google AdWords and programmatic (automated) digital advertising cut into our ability to sell ad space in newspapers, magazines, and newspaper and magazine websites.

Craig's List annihilated our Classifieds revenue. Remember when you'd take out a newspaper ad to offload your old couch?

Zillow, Homefinder and Realtors' own websites made our real estate listings increasingly obsolete.

Print subscription sales plummeted when people realized they could get our content online, for free, on their phones, all the time.

And on and on it went.

In this wars-on-all-fronts environment, outside innovation was largely seen as a threat, and inside innovation was often handled in a panicked, frenzied manner. Those of us trying to invent our way out of the decline tended to set insurmountable expectations for success - all the while allowing ourselves little to no room for failure, no time for traction, no real emphasis on data-driven analysis (no time!), and zero room for healthy reflection.

What I have learned since -- from friends and colleagues in technology, analytics, healthcare, financial services, and media -- is that innovation does not spring fully armed like Athena from Zeus' forehead.

Innovation is iterative. It is a process.

I've put together what I think are some interesting case studies to illustrate this point, along with some tips on how your team can be more systematic and data-driven in your innovating.

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Will a robot be doing your job one day?

Posted by Knight Stivender August 04, 2017 04:43:00 PM

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Babson College Professor Tom Davenport – who is the keynote speaker at this year’s Nashville Analytics Summit held Aug. 8-9 at the Omni Hotel – believes the outlook is good that, yes, in fact, a robot will one day perform at least a portion of what you’re currently being paid to do.

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“You’re either going to work alongside a machine, or do something that a machine can’t do,” Davenport said in an interview with the Nashville Technology Council, host of the Analytics Summit.

The amount of available data collected and applied has made it possible for businesses to automate processes and predict the relevant behaviors, whether they be from consumers, employees, patients (in a healthcare environment), voters (in a political one) – you get the idea.

It’s what data scientists and business analysts mean when they talk about “machine learning”, and it’s why Professor Davenport will be talking about robots taking over your job when he delivers his keynote on Day 2 of the Summit.

“You have to decide which of (two) approaches you’re going to take,” Davenport said. “Do you want your career to be working closely with machines … or do you want to focus on things that aren’t very feasible for machines to do … such as jobs that involve a high level of creativity or empathy or jobs that are extremely unstructured: jobs that humans would prefer to deal with other humans about.”

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Topics: analytics

Dear sales robot, please speak to me in 'human'

Posted by Knight Stivender July 10, 2017 04:49:00 PM

 

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Topics: B2B

Why you should be more assertive at work .. and how

Posted by Knight Stivender July 06, 2017 02:10:00 PM

Tips for being a confident, communicative resource

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Topics: Marketing Best Practices

Cheers to Heineken's bridge-building ad experiment

Posted by Knight Stivender April 26, 2017 04:24:00 PM

Heineken just released an ad that might make you actually want to talk to all the people you've unfriended for political reasons.

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Topics: creative

Now hiring: Full stack .NET developer with team-player mentality

Posted by Knight Stivender April 10, 2017 12:16:00 PM

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We are seeking a full stack .NET developer with strong knowledge and hands-on experience building applications using .NET framework and MS SQL server. You will be responsible for developing interactive websites, web applications, and mobile applications using a variety of languages and development platforms. You should be comfortable working in a fast-paced environment, an adept communicator, self-motivated, and display a team-player mentality.

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Topics: Agency News

Why email is an effective marketing tool in 2017 + tips for doing it well

Posted by Knight Stivender February 10, 2017 01:34:00 PM

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When it comes to expert advice, I have taken my colleague Jennifer Stone's on matters ranging from how to complete a Whole30 to where to book a weekend cabin getaway to how to build an effective email campaign. I am guessing that since you've landed here on our Alcott Marketing blog, you're most interested in that last one, but please do let us know if you need nutrition or state park tips. :)

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15 Creative Ways for Brands to Say 'Thank You!'

Posted by Knight Stivender January 24, 2017 06:43:00 PM

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A friend of mine recently received a thank you card from a colleague to whom she had referred quite a bit of business over the past year. In addition to a warm, sincere greeting, the card contained a gift certificate to a nail salon near her home. She was delighted, and you can bet she'll continue to refer plenty of new business his way.

Why is this a great example of a thank you? Two reasons: The gift was personalized and considerate. My friend always has a perfect manicure, which her business associate obviously noticed. And the salon he found was within minutes from her home, making it a thoughtful purchase for my friend - a busy marketing leader and mother with a gazillion things on her plate.

Because it's anywhere from four to six times more costly to acquire a new customer than to retain the ones you already have, we thought it would be helpful to compile a list of ways to say "thank you" to the folks who are already paying your bills. Can you think of others? Let us know in the comments section. And THANK YOU for reading!

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Topics: ageny, B2C, B2B