Game plan for leveraging data analytics to drive marketing decisions
Katherine Melchior Ray
Globe Ally
- Part 1Brand Global, Act Local
- Part 2Data privacy compliance vs innovative marketing technologies
- Part 3Diversifying into SMS marketing for customer engagement
- Part 4Is influencer marketing just a trend?
- Part 5 Game plan for leveraging data analytics to drive marketing decisions
Episode Chapters
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01:04: Game Plan -- Prioritizing international marketsThe discussion centers around determining which international markets to target by learning from domestic customers with diverse backgrounds, and analyzing demographic profiles using the CAGE framework to evaluate cultural, administrative, geographic, and economic distances.
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03:51: Game Plan -- Interpreting cultural signalsEmphasis is placed on adopting a skeptical mindset to avoid assumptions about consumer behavior across different markets, acknowledging the cultural differences between local U.S. customers and their counterparts in foreign markets.
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04:48: Big Finish -- Risk in global expansionThe conversation touches on the inherent risks in global expansion, highlighting the importance of preparation, market testing, and learning from local markets to succeed in an increasingly globalized world.
- Part 1Brand Global, Act Local
- Part 2Data privacy compliance vs innovative marketing technologies
- Part 3Diversifying into SMS marketing for customer engagement
- Part 4Is influencer marketing just a trend?
- Part 5 Game plan for leveraging data analytics to drive marketing decisions
Up Next:
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Part 1Brand Global, Act Local
Katherine Melchior Ray, author of "Brand Global, Adapt Local," shares insights on how to make your marketing campaigns culturally intelligent and relevant across borders. She explains the necessity of balancing global branding with local adaptation to avoid costly missteps and build consumer trust. In an engaging discussion, Katherine highlights successful strategies from brands like Samsung and Coca-Cola and offers practical advice on conducting market research to understand target audiences and cultural nuances.
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Part 2Data privacy compliance vs innovative marketing technologies
Building a global brand identity presents unique challenges. Katherine Melchior Ray, President of Global Ally Consulting, shares her expertise in culturally intelligent marketing. Discover how to achieve economies of scale, leverage brand recognition globally, and manage the balance between global identity and hyper personalization.
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Part 3Diversifying into SMS marketing for customer engagement
Balancing global and local marketing teams is a complex decision. Katherine Melchior Ray, President of Global Ally Consulting, shares insights on building culturally intelligent teams. Explore the benefits of local marketing managers, the importance of training for shared global culture, and establishing trust through explicit values and open communication. Discover strategies to optimize both global collaboration and local efficiency.
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Part 4Is influencer marketing just a trend?
Understanding consumer behavior in new markets challenges businesses. Katharine Melchior Ray, president of Global Ally and expert in global marketing strategies, discusses leveraging AI for preliminary market research, emphasizing the necessity of context provided by human expertise. Uncover methods to integrate AI-driven insights while ensuring accuracy and cultural relevance in global marketing efforts.
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Part 5Game plan for leveraging data analytics to drive marketing decisions
Prioritizing international markets challenges global brand expansion. Katherine Melchior Ray, President of Global Ally Consulting, shares strategies for assessing market opportunities using the CAGE framework and analyzing local customer demographics. Learn how to improve global marketing efforts by questioning assumptions and avoiding a one-size-fits-all approach.
