Author: Robert Howells

Formerly head of key accounts and group managing director, international, at Harte Hanks, Robert Howells served as chairman of the Global Advisory Board at the US DMA. He now helps companies drive revenue and make the right strategic and planning decisions, founded on his decades of experience – supporting marketing services companies, data providers, B2B marketers and other organisations in planning, executing and achieving revenue growth – around the globe. Howells Marketing Consultants: contact Robert Howells here – rlhowells@gmail.com

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Americas Best practice Europe Germany Global Legal & Compliance Strategy and Management USA

Data security v technology: is another legal bombshell about to hit marketers?

data security v technology

It’s a quandary currently causing anguish for American law-makers: Should the US government (aiming to track and rout terrorists and fraudsters) have the power to search email data that’s stored on a server in another country? Or would this open the floodgates for international ‘snooping’ and thus be a potential violation of personal data privacy? How seriously would global business be affected if data no longer feels secure and protected across borders? Robert Howells investigates the facts, weighs up the pros and cons and worries about the future . . .

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The macro and the micro – comparing marketing predictions from a major analyst with practitioners’ plans

comparing marketing predictions, ideal customer journey, maximum basket revenue Marketing strategy article

Are marketers equipped and resourced to deal with major challenges ahead? How will the marketing landscape pan out this year? What’s at the top of a marketer’s wishlist for 2018? What did they get right last year and can build on in the months ahead? Robert Howells checks out the major annual research report from Winterberry (hindsight and predictions) and compares it with comments from Marketo’s community of marketing practitioners. Here’s what he found:

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Americas Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK USA

As mist around GDPR lifts – 5 steps to help you keep calm and carry on

GDPR compliance, mist around GDPR lifts

It seems to Robert Howells that marketers are beginning to see clearer skies ahead as the mist around GDPR lifts, panic subsides and the May 2018 deadline approaches. But, in case you are still wary and unsure of how to finalise getting your data shipshape and in good order before the new regulation comes into force, here are some guidelines to help you.

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Mature companies: what data do you need and how do you get it?

mature companies data

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Americas Data Governance & Security Data Protection Europe GDPR Insight Legal & Compliance Strategy and Management UK USA

The marketing consequences of GDPR – who will be the winners and losers after May 2018?

New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.

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SMBs: what data do you need and how do you get it?

SMBs data

A database is like a garden – it needs continual attention, says Robert Howells. Here, he presents part 2 of his series of articles looking at data strategy and business goals. This one examines requirements for growth of small and mid-size businesses and those SMBs data needs.

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Start-ups: what data do you need and how do you get it?

marketing ROI start-ups data, entrepreneurial venture

It might seem obvious, but it is quality not quantity of data you need to support your marketing efforts. Here, consultant Robert Howells brings the first in a series of data articles – this one looking at start-ups data; how they find their data and what they do with it for optimal effect.

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Data Management Global Insight Strategy and Management

How focus on 5 key objectives based on business outcomes will deliver a robust RACI data management model

raci data management model

Who controls the data in your organisation? Are they Responsible – Accountable – Consulted – Informed (RACI)? Implement this data management model to achieve a common goal and, whatever the size of your business, keep in mind these primary data objectives; thereby focusing on outcomes, not process.

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Best practice Data Management Global Strategy and Management USA

Can better use of data revive outbound telemarketing as a revenue accelerator?

Will the new wave of data sets and predictive analytics revive B2B outbound telemarketing to the point where it can become a real driver of sales acceleration? Robert Howells has some answers.

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How data drives 5 key steps to maximising account-based growth

account-based marketing , brand partnership

How do sales and marketing teams – which often follow different paths – successfully pull together in a data-driven approach to revenue growth? Robert Howells says they need to think differently – looking at ‘account-based growth’ rather than ‘account-based marketing’ or ‘key account sales’. Follow his five strategies for success.

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