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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Category Archives: Analysis
Robert De Niro, talking ad weirdness
“Whenever there is any doubt, there is no doubt.” Continue reading
Posted in Analysis, digital marketing, Marketing, Media, Tactics
Tagged advertising, digital media, marketing, performance marketing, Robert De Niro, Ronin
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The Root of Digital Advertising B.S.
For years, Bob Hoffman has been writing about the delusion held by advertisers that people want to interact with us or our ads. I was an early adopter of that now-disproven fantasy. I bought in back in ’89-’90 when I … Continue reading
Posted in Analysis, Data, digital marketing, fraud, Marketing, Tactics
Tagged analysis, attribution, MTA, multi-touch attribution
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>$5 CPM for This? YouTube Head-Scratcher
I’ve got a YouTube channel for experimentation purposes and “monetize” (I hate that MBA non-word) the videos to see what happens. Looking at it this morning, I noticed that a fairly recent video of a guitar I purchased generated $6.19 … Continue reading
Your Holiday Season Mission: Customer Acquisition
We’re in peak marketing season, with under 30 days to go. Digital CPMs are rising, clearing spots at acceptable CPA is getting harder, email in-boxes are more cluttered than ever, and sales promotion is off the hook. Nothing we haven’t … Continue reading
Posted in Analysis, Marketing, Media, planning, Sales, Strategy, Tactics
Tagged acquisition, allowable, Byron Sharp, Ehrenberg-Bass, growth, holiday, marketing strategy, Q4
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When somebody claims they’re a data-driven marketer, generally that means their actions are driven by cursory analysis of biased data sets, and that they lack a coherent strategy.
Tuesday, 28 November 2017 7:54 am
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ABD (Always Be De-Averaging), ads.txt Edition
Now that ads.txt is getting traction, with about 44% (and growing) of the top 10,000 domains using it, you’ve got some homework in your future. Here’s the assignment: Pull together your campaign data at the source (e.g. somedomain.com) and “source/source” … Continue reading
How Many Tracking Pixels to Screw in a Light Bulb?
I turned on WordPress’s WordAds on this blog a couple of days ago. It takes a couple of days for the ad tech ecosystem to smell the fresh blood, but as of this morning, there are 66 tracking pixels firing … Continue reading
Posted in Analysis, digital marketing, Marketing, Media, Privacy
Tagged adtech, digital marketing, digital media, martech, pixels, technology, tracking
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Digital Media: As Memorable as Kenny G?
The smooth jazz radio format wasn’t as popular as thought. When Arbitron changed from paper diaries to portable people meters (PPM) about ten years ago, broadcasters learned that people didn’t do what the paper diaries said they did. With good … Continue reading
Posted in Analysis, Data, Media
Tagged Bob Lefsetz, data, digital media, Lumen Research, measurement, music, viewability
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Just reviewing a marketing services (adtech) company’s financials and found myself laughing over the non-GAAP section of the investor presentation. It started my day off with a smile. Takeaway: Put your hand firmly in your pocket when the IR team … Continue reading
Friday, 27 January 2017 8:01 am
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