Category Archives: Analysis

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

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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

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“Non GAAP” = We Just Made This Up

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

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Use Real Metrics, Not Social Media Nonsense

Don’t focus on lousy Facebook social media metrics. Instead,look at sales, retention rates, and ARPU. Don’t waste your time with the little kids’ metrics, which make for easier-to-understand and flashier charts at the next convention you attend. Don’t track them in your data warehouse. Don’t put them in Powerpoint slides. Don’t even talk about them. After all, the people that promulgate this nonsense have told you that they are worthless.

Worry about the things that actually generate profit. And win. Continue reading

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Still Trust in Big Data?

We had an election yesterday where hundreds of millions of dollars of models, data collection and analytics predicted one outcome. We got the other. Still think you can predict how a particular ad impression will impact a purchase decision for the … Continue reading

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Adventures in Winback Direct Mail

Winback direct mail works when done correctly. Here’s an example from Blue Bottle Coffee that could have been so much better. Continue reading

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Social Media: How To Focus On The .02%

Before the next social media maniac wants you to invest large swaths of your marketing budget entering into “conversations” with customers and prospective customers, watch this video. Greet them at the door with a calculator and do a little math. Then, … Continue reading

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Seal The Deal With Good Direct Mail

Most direct mail these days stinks. Yes, that means the stuff your company is sending me. Generally it lacks: A strong offer Segmentation Good merge/purge I get too much mail in blank white envelopes without anything interesting on the outside. … Continue reading

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Four Easy Articles to Improve Your Testing Today!

I’ve seen a few examples lately where the word “test” was bandied about when no such thing took place. One of my recent favorites was this article by the MD of a digital trading desk who claimed to be testing … Continue reading

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Whiffletrees and the OODA Loop

Sounds like a barbershop quartet and a fad from the 1950’s, doesn’t it? As I promised on Tuesday and finally got around to today, here’s the concept of using a whiffletree to manage your multichannel marketing. You might think that with … Continue reading

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