Marketing rigor mortis

September 08, 2010 Marketing rigor mortis:  "the fear of making an unjustified leap even when it lands on a correct result" ROI, ROO, Analytics monitoring, A/B split testing, monitoring real-time, focus groups, customer research ... all are wonderful tools and concepts when used to augment your marketing savvy. When utilized as the foundation of all decisions, they can lead to marketing rigor mortis as defined above. Marketing professionals need to take into account the information available to them but we also need to recognize that intuitive leaps are possible if we use the marketing arts in addition to the marketing sciences.

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