Brainstorming: food for thought

Ever get a group of cross-functional people in a room for a CRM or PRM tactical planning session? Perhaps to plan media placement or other promotional ideas? Better ask them to do some self-study ahead of time.

A recent article in The Washington Post by Jena McGregor comments on a research study about brainstorming. The study was done in the Journal of Cognitive Psychology by Nicholas Kohn and Steven Smith, two researchers at the University of Texas at Arlington and Texas A&M University.

The researchers asked undergraduate students to contribute ideas, both individually and in collective groups. They shared the ideas on a computer, either in small chat groups or alone, but combined together after the fact. As expected, those made up of individual ideas that were later pulled together, outperformed the real chat groups, both with the number of ideas and the diversity of them.

Thus, think about asking teammates to make a short list before hand, to avoid the herd mentality.

Efficiency, in fitness and business

Efficiency is a great metaphor for summarizing the transition from 2010 to 2011.
I plan personally to become more efficient physically this year, by dieting, losing weight, increasing regular exercise. Making the most of the energy I input, reducing the fatty waste, and outputting even more energy as a result.

While working at General Electric I was trained in six-sigma methodologies, a relentless drive to reduce time and cost while keeping quality high. Six sigma provides excellent workshop, project management, and mathematical techniques for improving efficiency.

A consulting firm or advertising agency also needs to think about efficiency as well. Keeping costs within check while still delivering the best thinking, innovative processes, and high quality creative. In six sigma jargon, those are the critical to qualities. Process, milestones, and metrics are the way to insure the high quality stays or improves as you get efficient.

However, do not forget the investments. An efficient engine still needs fuel to grow and innovate. Note the WSJ article on how major ad agencies are growing their training investments in 2011,

So invest time (and money) in that better exercise regimen and workout for your personal fitness. Also, wisely invest in digital innovation knowledge and apply it.

PMSA Promotional Workshop - Measurement planning key; digital analytics rare

Three weeks ago I had the pleasure of joining 75 of the industry's deep thinkers at The Pharmaceutical Management Science Association's PMSA's January Symposium on Optimizing Promotional Spend, held in Philadelphia,January 28 - 29, 2010.

Most attendees expected to see extensive mutlivariate regression models for optimizing the media mix. There was some of that. However, far more extensive was discussion of measurement planning: aligning to business goals, and gathering the right information sources. The message, do not save analyses until after the campaign is over - Plan Ahead!

Anoher surprise was a question posed to manufacturers in the audience: how many are actively analyzing performance of your websites? Zero responded affirmatively. As digital channels grow ever more dominant in CRM, we need for digital agencies and manufacturers to more closely collaborate in optimizing digital media and the websites they drive to.