Press Archive

April 2016, Business 2 Community Interview with David Raab: Principal at Raab Associates Inc.

April 2016, Marketing Charts Friday Research Wrap, 4/8/16

March 2016, Yahoo Finance: Marketwired Black Ink ROI Recognized for Second Consecutive Year in Annual Marketing Technology Landscape

March 2016, Faribault Daily News A customer’s path to a purchase decision

March 2016, Insight/Market Research C-Level 2016 Marketing Study

March 2016, Marketing Tech Blog: Analytics & Testing What Technologies are C-Level Marketers Investing In?

February 2016, Path to Conversion The challenges of navigating prospects through the B2B sales funnel

August 14, 2015, Boston-based company helps Stihl cut through a forest of customer data Jeff Winsper and BlackInkROI helps STIHL uncover $200 million in annual revenue opportunity.

July 17, 2015, Analytics and that Game 7 Final Out Jeff Winsper, Founder of Black Ink Talks to icrunchdataNews

May 15, 2015, 60 Second Communications: Marketing Traditionalists and Marketing Scientists: A Collision or Collaboration? In this post, you will learn: How marketing traditionalists and scientists can collaborate.

February 27, 2015, 6 Steps to Create a Marketing Report that Matters Here six essential ways to ensure your marketing reporting matters, to prove the value of your work and investment to the entire enterprise.

February 19, 2015, Data-Driven Marketing Is The Gateway To Organizational Alignment Why should data-driven marketing only be cornered into the silos of marketing functions such as corporate branding or demand generation?

February 16, 2015, Top 7 Marketing Analytics Trends This year will see wild, unprecedented changes in marketing analytics. The most important is the democratization of analytics as it moves to the cloud, prices drop, and it becomes broadly accessible.

February 10, 2015, Increase Your Revenue with Data-Driven Marketing Techniques Data-driven marketing allows you to continuously identify new opportunities, offer more value and extract ever-greater returns.

January 27, 2015, Black Ink Announces Additional Functionality to Serve Manufacturing Companies' Two-Tier Distribution Model. Sales and Marketing Performance KPIs Extends Across Dealers, Retailers, Distributors and Branch Sales Channels

January 20, 2015, Inbound Marketing Celebrates 4,000th Anniversary News flash everybody. Inbound marketing is so old school. Some claim even back to the 11th century BC. I was being generous in my headline.

January 15, 2015, Why Moving From Data-Driven Marketing to Insight-Driven Marketing Makes Sense Insight-driven marketing is more valuable than data-driven marketing.

December 17, 2014, Marketing ROI Is Not A CYA Exercise Jim Lenskold, a renowned author and marketing thought leader, and I were recently discussing marketing ROI.

December 11, 2014, Dun & Bradstreet Connectors: Three Data Questions with Jeff Winsper The Black Ink President's Take on Data-Driven Decision Making.

November 25, 2014, Salesforce Blog: What Does Michael Jordan, Marketing and Metrics Have in Common? Leaders who excel have an innate ability to dial up the competitiveness at the right time just so they remain at the top. To demonstrate to others that their passion and effort are well documented, so that all others can be measured against.

November 20, 2014, Marketing ID: Wake Up Call: Being Data Driven Means You Need To Be Driven By Data Data-driven marketing is more than a marketing buzzword — it’s a seismic shift in the way marketing operates; where the art of marketing meets the science of marketing. For those trying to take advantage of using data to drive demand, here are few thoughts to consider.

November 17, 2014, StrategyDriven: Branding vs. Marketing A brand is the promise a business makes to its customers and this promise is often communicated via marketing, but the fulfillment of the promise rests on every aspect of the enterprise.

November 11, 2014, D&B: CMO and CFO Data Wars How CMOs Can Avoid Battle and Initiate a Win-Win.

October 29, 2014, CIO: Power Tools Company Uses Marketing Analytics to Compete With Big Box Stores For leading chainsaw manufacturer, STIHL, Big Data tools to combine internal and external information helps determine how to counteract the marketing muscle of Home Depot and Lowe's.

October 28, 2014, Salesforce Blog: Does Your CFO Think Marketing is a Cost or an Investment? Once marketing’s spend is properly attributed, the CFO has insight into the value that marketing is providing and can confidently invest in these activities.

October 23, 2014, The CMO’s Sweet Spot: Alongside The CFO Most of today’s CEOs moved up the food chain through operational functions other than marketing. To showcase marketing’s value, CMOs need the help of their CFOs to be able to prove ROI from a financial perspective.

October 1, 2014, Communicating the Value of Marketing – 5 Ideas to Get Your CEO on Board CEOs face the complexity of running a business each and every day, of which they have a greater degree of probability for making the best choice, so it’s the CMO’s job to make sure the CEO fully understands their marketing agenda.

September 3, 2014, LinkedIn: Why Marketing Data Is Your #1 Strategic Asset – 5 Tips for Maximizing Value By valuing marketing data as a strategic asset, STIHL gained many these advantages and $200 million in market opportunity.

July 14, 2014, LinkedIn: Marketing ROI: 5 Essentials for Measuring and Boosting Profit Marketers are under increasing pressure to put their money where their mouths are. A recent study revealed 72% of CEOs say marketers are always asking for more money, but rarely can explain how much incremental business this money will generate.

July 7, 2014, EContent: Overcoming the Challenges of Calculating Digital Marketing ROI By thinking creatively and strategically about how to give those upper-level managers a sense of the real ROI for digital marketing efforts--including, but also beyond, the concrete sales numbers--marketers will go a long way toward overcoming that perennial challenge.

June 20, 2014, The Agency Post: Analytics and Ad Agencies: Fad or Future? With the right analytics technology, team, and agency partners in place, you can move your agency beyond the now and into the bigger picture. You can uncover new insights in real-time, and you will be able to act on them.

June 18, 2014, Branding Bricks: Measuring Marketing ROI for B2B Brands Boils Down to Laser-focus There are a trillion dollars spent globally every year on advertising. Statistically, only about 30 percent of that amount is actually monitored and measured for ROI. That means more than half a trillion dollars is being spent without being monitored, much less optimized.

June 5, 2014, Strategy Driven: 5 Pitfalls of Marketing Waterfalls As data-driven marketers are taking full advantage of collecting, organizing, and analyzing demand management, many are adopting the classic marketing waterfall model from leading experts such as Sirius Decisions. However, like any non-universally accepted standard, there are gaps within the principle of the model itself, and even more flaws in the marketing actions taken based on the waterfall reporting structure.

May 20, 2014, LinkedIn: Why Marketers Must Change How They Do Business – 7 Essential Insights From big data to digital marketing, the entire landscape is in upheaval. But the most dramatic change is this: marketing is under increasing pressure to focus less on soft numbers such as impressions and clicks, and more on what really counts: return on investment.

May 15, 2014, Business Marketing Association 2014: Data-Generated Black Ink Jeff Winsper founded Black Ink ROI to help marketers track and quantify results, steering clear of the kind of qualitative results that once defined our discipline. Data is changing the way we measure success, he says. It also challenges our process. He put together a panel of marketers who he describes as ‘neck deep’ in their efforts to prove—and improve—their value. And he’s bringing them to BMA14.

January 23, 2014, Research Business Daily Report: Opportunities for Marketing Analytics (Video) Marketing authority and Black Ink President Jeff Winsper speaks about the threat posed by and positive potential opportunities for MR offered by marketing/predictive analytics.

January 17, 2014, Data Driven Marketing: Rethinking Your Marketing ROI With the wealth of data collected around customers, products, marketing campaigns and other business metrics, CMOs now have a greater ability than ever before to measure, analyze, understand and predict the revenue impact of their decisions.

January 8, 2014, C-Suite Network: How Big Data Can Help CMOs’ Budgeting Process Though not an unfamiliar territory for many C-level executives, the marketing ROI topic seems to be central to this discussion. It rises and falls in any fiscal year, and then it’s swept under the rug for another day. - See more at:

December 18, 2013, Research Business Daily Report: Market Research in the Era of Big Data In a not-to-be-missed interview, marketing Black Ink guru Jeff Winsper discusses marketing's relationship with market research and how MR can elevate its internal status.

December 16, 2013, 1to1 Media: Six Tips to Prevent Big Data From Bogging You Down Big Data is giving organizations the ability to acquire a lot of actionable insights. But with so much data in hand, some companies are overwhelmed. Experts share six tips to stop the Big Data overload.

December 13, 2013, Smart Business: Releasing the elephant in the room: Getting marketing ROI out on the table Marketing needs to take a more direct involvement in the success of influencing the buyer’s journey. From a C-suite perspective, more responsibility within the buyer’s journey comes with more accountability.

November 21, 2013, Rethinking Marketing ROI Many variables influence both gain and cost that need to be taken into account for a complete and accurate measure of ROI. Fundamentally, marketing ROI is not a technology issue; it’s a business and financial issue. Technology is part of the answer, but not the whole answer.

October 2013, eWeek: Oracle's BigMachines Deal Shows How CMOs Take Control of IT Spendinge Even the use of big data in a corporation—which appeared to be securely in the CIO's purview—is slipping. Jeff Winsper strongly advocates tracking marketing return on investment based on a standard set of measures—much like the measures used in financial reporting.

September 2013, Target Marketing: Data: The Great Data Divide Six steps to integrating your online and offline data.

August 19, 2013, Boston Business Journal: 75 marketing/ad tech firms in Boston (list) The companies in the Boston area that are technology related, in some way, to marketing and advertising.

March 29, 2013, Direct Marketing News: The Surprising Impact of Data on Marketing ROI (Infographic) Despite these barriers, marketers continue to see the value in tracking ROI. Eighty-two percent of respondents say that the ability to make more informed decisions is the value of measuring marketing ROI, and 79% say measuring ROI demonstrates effectiveness of marketing investments.

February 20, 2013, DemandGen Report: Marketers Feeling the Heat to Provide Detailed Revenue Performance Metrics Marketers have been accustomed to speaking the language of clicks, page views, email open rates and other metrics, yet experts say these metrics don’t matter much to the CEO, CFO and others who are focused on the bottom line. This dynamic is changing at a rapid pace, and marketers are being asked more frequently and more earnestly than ever before to justify marketing spend.