April 2023 - The marketing funnel is not dead + public sector research
Perceptive
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Welcome to the Perceptive Newsletter—a monthly collation of our top articles and team news!
The marketing funnel is not dead
Our Senior Business Director, Ange Dunn , recently had an article published in NZ Marketing Magazine. In it she explores the changing landscape of marketing funnels, new strategies for building effective funnels, and how to stay ahead in today’s dynamic market.
Over the last few months, I’ve seen a startling number of articles disbarring the brand funnel.
“The sales funnel isn’t changing—it’s completely and utterly dead,”?says one.?
“Who killed the marketing funnel?”?proclaims another.
If you’ve studied, worked in, or worked with marketing and marketing teams then you have probably come across a fair few of them.
It’s true the funnel has changed. But in speed, not shape.?
IPANZ and BusinessDesk research appears in journal
The Perceptive team were delighted to see the public sector research from?IPANZ?and?BusinessDesk NZ?featured in the article "The state of the core state - what you’ve told us about working in the public service" by Derek Gill in the Public Sector: Journal of the Institute of Public Administration New Zealand (Volume 46, April 2023).
Congratulations to Dr Kay Booth and Derek Gill from IPANZ, Pattrick Smellie and Nikitin Sallee from BusinessDesk and Duncan McIntosh and Ian Mills from Perceptive for heading this much-needed insights project on working in the public sector.
Team news
Anniversary milestones
Two of our team members celebrated their work anniversary this month. Congratulations to Mark Vincett , who just clocked 5 years with our Sapien Research Team, and Hollie Cleaver , who celebrates 3 years since starting with us in the middle of the first Covid-19 lockdown!
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This month's featured staff
To help you get to know us, we've started profiling our staff members to learn who they are behind the email signature. This month, meet our Data Science Team Lead Sho Pogoni and General Manager Oliver Allen .
Sho Pogoni
With six years working in the data science industry, Sho has proven his abilities in advanced analytics, data manipulation, statistical modelling and programming. This background and experience, both in industry and academia, has lead Sho to become our Data Science Team Lead at Perceptive. Under his leadership, the Data Science Team continues to upscale Perceptive’s data science capabilities, enhance our research methodologies, and uncover new efficiencies to help us unearth the most valuable insights for our clients.
Outside of work, Sho enjoys playing sports, having a crack at DIY renovations, side hustling and spending time with his friends and family.
Oliver Allen
With a background in insights, Oliver has been instrumental in building Perceptive into the leading customer intelligence agency we know today. With over 10 years' experience, he is a mastermind at using research, insights and data to identify and execute strategic business decisions for us and our clients.
Oliver has worked across many fields, including telco, financial services, government, FMCG and technology, and has managed global insight programmes for several industry-leading clients in the finance, technology and health sectors. Oliver’s ability to weave together diverse data to create consolidated and actionable insights is a major asset to our team.
With three kids aged five and under, Oliver doesn’t have a lot of time for hobbies outside of work, but he enjoys sports and trying to stay active, going to the beach, golf, reading and a bit of DIY keep him busy.
Beyond the office
Shabnam Ayrom and her partner Arash are expecting! ????
Nikky Lee was shortlisted for Best Youth Novel and Best New Talent in the New Zealand Sir Julius Vogel Awards.