Noriko Kato / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
Japanese operators cut mobile prices in the early 2020s largely by removing service: shop help, bundled extras and contract conditions. I argue that the removed help belongs in the offer as plainly as the yen figure, and that a pricing team unable to list it is not ready to launch.
Read the essayJapanese operators cut mobile prices in the early 2020s largely by removing service: shop help, bundled extras and contract conditions. I argue that the removed help belongs in the offer as plainly as the yen figure, and that a pricing team unable to list it is not ready to launch.
Many Japanese mobile customers still meet their operator at a shop run by a partner company. What that partner is paid for decides what the customer hears, so I argue that the marketing function must answer for commission design as it answers for copy.
An attribution model describes the path a customer took, not what caused the decision. I argue that a large marketing budget should be tested by deliberately withholding it, with finance agreeing beforehand what result would move the money.