Tyler K. Carlson

Kind human. People lover. Calm in the chaos. Doer of good.

  • AI in Marketing Intelligence: The Future of Data Analytics

    Link: https://research.ebsco.com/c/6sgjnr/viewer/pdf/d3cfsjpdyf Citation: Haenlein, M. (2026). AI in marketing intelligence: To boldly go where no research has gone before. NIM Marketing Intelligence Review, 18(1), 10–17. https://doi.org/10.2478/nimmir-2026-0002 Artificial intelligence continues to be one of the biggest developments in data analytics, but its role is expanding far beyond simple automation. In the article AI in Marketing Intelligence:…

  • Why Marketing Objectives Matter

    Marketing objectives are the foundation of any successful marketing plan. They help organizations move beyond broad ideas and create measurable goals that guide marketing activities. While a company’s mission explains its purpose and long-term direction, marketing objectives provide a clear path for how marketing efforts will support that vision. Without objectives, it can be difficult…

  • Understanding Market Segmentation in Marketing Planning

    When companies launch a new product, one of the most important decisions they make is identifying the right target market. Even innovative products can struggle if marketers fail to understand who their ideal customers are and what motivates them to make purchasing decisions. Market segmentation helps businesses divide larger audiences into smaller groups based on…

  • Why Defining the Right KPIs Matters

    In digital marketing and analytics, organizations collect massive amounts of data every day. Website traffic, click-through rates, conversions, social engagement, downloads, and email opens are all examples of metrics businesses track. However, not every metric is actually useful on its own. This is where key performance indicators (KPIs) become important. According to Jackson (2015), KPIs…

  • Why the Hub-and-Spoke Model Matters in Digital Marketing

    One thing that stood out to me in Chapter One of Cult of Analytics was the hub-and-spoke method. Jackson (2015) explains that the purpose of this model is to break down organizational silos and get departments sharing information instead of operating independently. In this model, the hub is made up of analytics professionals who turn…

  • When Doing Everything Right Still Isn’t Enough: Honorlock and Student Trust

    Online learning has made things more flexible, but it has also created new challenges, especially around cheating. One solution schools have used is remote proctoring software like Honorlock. These tools are meant to protect academic integrity, but they have also raised a lot of concerns from students, mostly around privacy. What makes Honorlock interesting is…

  • The Importance of Brand Positioning – Crocs

    Crocs is a brand that I think is a really interesting example of brand positioning because the company leaned into what made it different instead of trying to change it. Crocs originally became popular for making lightweight foam clogs that were comfortable and easy to wear. According to the Crocs website, the brand focuses on…

  • How Brands Build and Maintain Brand Equity Across the Brand Life Cycle

    Brands evolve over time as they move through stages of development, growth, maturity, and eventually decline. At each stage, companies use the marketing mix, product, price, place, and promotion, to shape how consumers perceive the brand and to build or maintain brand equity. Brand equity refers to the value a brand gains from consumer recognition,…

  • Three Digital Advertising Trends That Will Shape the Next Five Years

    Digital advertising continues to change as technology advances and consumer expectations around privacy and personalization grow. Over the next five years, advertisers will need to adapt to new tools, stricter regulations, and evolving media habits. Based on course readings and industry research, three developments are likely to have the greatest impact on digital advertising: AI-driven…

  • Ethical and Legal Issues in Mobile Marketing: Lessons From the FTC’s Action Against Cerebral

    Mobile marketing allows brands to communicate with consumers quickly and directly through email, SMS, and mobile platforms. While these channels can improve engagement and convenience, they also raise serious ethical and legal concerns when companies fail to respect consumer rights. Recent enforcement actions by the Federal Trade Commission highlight the importance of transparency, consent, and…