Category Archives: Analysis

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

Posted in Analysis, Branding, Marketing, Media | Tagged , , ,

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 , , , , | 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 , , , , , | 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 , , , , , | 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

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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 , , , , , , | 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

Posted in Analysis, Data, Media, Privacy, Security | Tagged , , , | 1 Comment

They still publish phone books

Yellowbook has a strange business model. It goes like this: you sell ads to companies that don’t fully realize the Internet has been invented, then chop down trees and pulp them into little books. Then, waste a lot of gas … Continue reading

Posted in Analysis, Communications, Marketing | Tagged | 2 Comments

2012 in review

The WordPress.com stats helper monkeys prepared a 2012 annual report for this blog. Here’s an excerpt: 600 people reached the top of Mt. Everest in 2012. This blog got about 11,000 views in 2012. If every person who reached the … Continue reading

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