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Monthly Archives: October 2017
Where’s the Bottom of the Barrel?
This quote from an un-named programmatic specialist at a media company is telling: If you want our $1 to $2 inventory that’s on the open exchange, we’re glad you are interested in it, but you aren’t going to get much … Continue reading
Posted in digital marketing, fraud, Media Tagged Digiday, programmatic Comments Off on Where’s the Bottom of the Barrel?
Out of nowhere, something appears on your radar. You’re not sure how long it’s been there. You can get upset that you never noticed it before, because it might have changed the last decision. Or you can acknowledge that you … Continue reading
Wednesday, 25 October 2017 7:09 am Comments Off on On the Radar
Continuity Marketing: Profit or Scale?
I had an interesting discussion on continuity acquisition strategy yesterday, which boiled down to two questions: Do we spend profitability, at break-even, or to penetrate (i.e. at a loss) at the margin? By profit, do we mean gross margin, marketing … Continue reading
Posted in Direct Response, Marketing, Philosophy, Strategy, Tactics Tagged churn, continuity, modeling, profitability, Retention, subscription Comments Off on Continuity Marketing: Profit or Scale?
2 LLCs and an SFDU: A Merge/Purge Fail
A couple of days ago, I was reminiscing about a great piece of direct mail I received last year. Yesterday, I received the opposite. This falls under the category of a merge/purge fail. As you can see here, there are … Continue reading
Posted in Data, Direct Response, Marketing Tagged AmEx, credit cards, direct mail, merge/purge, service bureau, testing Comments Off on 2 LLCs and an SFDU: A Merge/Purge Fail
“Guessing is a Dumb Man’s Job”
I was watching a Richard Feynman lecture from 1964, during which he described the scientific process. As usual, he did it in a way that even I could understand. Tell me if, in the next roughly 32 seconds of this … Continue reading
Posted in Education, Philosophy Tagged adtech, martech, process, Richard Feynman, science, theory Comments Off on “Guessing is a Dumb Man’s Job”
Yes to “No”
We marketers are easily distracted by the next shiny thing. If the thing is truly innovative, and truly shiny, it will be there tomorrow or next week or next month. Take care of the here and now. Continue reading
Posted in Leadership, Philosophy, Strategy Tagged magpie, marketing strategy, tail risk, Warren Buffett Comments Off on Yes to “No”
Re-Seal the Deal: Category Repurchase
Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading
Posted in Direct Response, Marketing, Strategy, Tactics Tagged category, direct mail, repurchase, segmentation, targeting Comments Off on Re-Seal the Deal: Category Repurchase
The next time you hear an executive parroting the “data is the new oil” line, sit them down at your own CRM for a few hours. Eyeball a few of the records your own company’s people created and supposedly cleaned … Continue reading
Monday, 9 October 2017 8:23 am Comments Off on Rattlesnake Oil
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