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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: Data
USPS 3685 and the State of Marketing
Sometimes reading the USPS-required Statement of Ownership, Management, and Circulation (form 3685) can reveal a lot about the state of one’s industry. As a direct marketing and postal junkie, I find USPS forms fascinating. (I don’t get out much.) I … Continue reading
Posted in Data, Education, Marketing, Strategy
Tagged Byron Sharp, Net Promoter, NPS, research
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Default Power
Facebook recently said that most of the 2 billion people on their platform had their personal data scraped. The reason, aside from Facebook’s appallingly sloppy controls over access to data, is defaults. Yesterday, Mark Zuckerberg admitted that most people kept … Continue reading
Posted in Behavioral economics, Data, digital marketing, Security
Tagged data, Facebook, GDPR, Mark Zuckerberg, security
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The Forgotten Boolean NOT
I spent last week in Glasgow and London, with a UK SIM card temporarily in my phone. As part of my daily routine of checking Twitter, I learned that many social media advertisers and agencies have forgotten how to use … Continue reading
Posted in Data, digital marketing, Direct Response, Media, Social Media Marketing, Tactics
Tagged audiences, Boolean, BT Sport, logic, merge/purge, Nescafe, reach, Santander
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Algorithms: Recipes for Disaster
When we purchase digital advertising, we place our faith in the algorithms–a fancy word for “recipes”–used to determine things like the final price of the inventory, which creative is shown, and the frequency at which those impressions are shown. There’s … Continue reading
Posted in Data, digital marketing, Education, Leadership, Media, Strategy
Tagged algorithms, education, magpie, Mark Ritson, trust
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Data leakage from publisher sites results in loss of data revenue for the publisher. An unsophisticated buyer would never buy premium first-party data from the publisher, when they can buy “the same” stuff for pennies on the dollar from vendor … Continue reading
Friday, 26 January 2018 8:29 am
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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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The Verge’s Silicon Valley editor, Casey Newton, tweeted on Thursday: So many publishers think they have audiences, when what they really have is traffic. I think we’re about to find out who has an audience. To find out who has … Continue reading
Saturday, 13 January 2018 8:01 am
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Publisher Advice From a Buyer
Dr. Augustine Fou wrote a brilliant article yesterday, Five Unintended Consequences, Counter-intuitive Outcomes that Publishers May Not Have Thought Of, that got me thinking about the advice I’d give publishers as a buyer. Here they are: Remove all the tracking widgets … Continue reading
Posted in Branding, Data, digital marketing, Marketing, Media, Strategy
Tagged adtech, CPM, malvertising, publishers, SSP, surveillance, tracking
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