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Category Archives: Analysis
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
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
Posted in Analysis, Communications, Data, Marketing, Media
Tagged adtech, algorithms, big data, Bob Hoffman, Mark Ritson, online advertising, programmatic
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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
Posted in Analysis, Marketing
Tagged Blue Bottle Coffee
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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
Posted in Analysis, Branding, Marketing, Media
Tagged Bob Hoffman, content marketing, conversations, social media
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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
Posted in Analysis, Data, Direct Response, Marketing
Tagged analysis, direct mail, offer, postcard, Pricing
2 Comments
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
Posted in Analysis, Direct Response, Education, Marketing, Rants
Tagged analysis, Bayes, experiments, statistics, test design, testing
2 Comments
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
Posted in Analysis, Marketing, Organization, Tactics
Tagged analog, analysis, digital marketing, multichannel marketing, systems, whiffletree
6 Comments
The Only Five Arrows That Matter for The New York Times
This graphic from BI Intelligence showed up in my email yesterday and I took the time to scribble all over it. (I tend to think with a pen in hand.) I found it relevant to my recent post about the … Continue reading
Posted in Analysis, Branding, Marketing, Mobile, Strategy
Tagged Internet Trends, Mary Meeker, mobile, New York Times
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Innovate Creatively or Die, New York Times
I love the New York Times. I learned how to read newspapers in school, with the Times as the teaching vehicle. What I recall learning: It contains “All the News That’s Fit to Print” The Times always gets the facts … Continue reading
Posted in Analysis, Branding, Marketing, Media, Organization, Strategy
Tagged advertising, Innovation Report, media, New York, New York Times, newspapers, strategy
4 Comments
My Morning As A Product
I’ve been tracked over 700 times in just 5 minutes. That’s not including what the NSA is tracking about me. It’s just the count of the number of times Facebook has “called home” to various tracking services in the few … Continue reading
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