Category Archives: Data

Decent Direct Mail

Every once in a while you get direct response that’s properly targeted. It restores my faith in humanity, even if the direct mail piece isn’t technically the best I’ve ever seen. Continue reading

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Publish The Denominator, Google.

You might have seen Google patting itself on the back today for taking down 1.7 billion ads–2X last year’s total!–that violated the company’s policies. The problem, like most digital media hype and nonsense, is that they didn’t bother to publish … Continue reading

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Alexa = This Year’s Pokemon Go

This year, I predict you’ll be forced to participate in many pointless meetings because some company will use voice recognition to make some money. The campaign will be breathlessly promoted as the next big thing in marketing. As a result, and because … 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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Gaming AdTech: Easier Than Go Fish

How easy is it to game the AdTech ecosystem and steal–yes, steal–money from advertisers? Incredibly easy. The sad thing is that very few players in the industry care enough to do anything about it. 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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Big Data: Mostly Tail Numbers

If you fly regular routes, you’ll notice the same tail numbers around you. The same planes tend to fly the same routes, with changes mostly due to weather or maintenance. What does it usually mean when a particular tail number … Continue reading

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Questions Advertisers Should Ask of AT&T and Verizon

It turns out that you’re not just a product when using free Internet services. Even when you’re paying AT&T and Verizon for cellular service, you’re still being productized by having your communications altered without you knowing about it. Both Verizon … 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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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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