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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
2 LLCs and an SFDU: A Merge/Purge Fail
A couple of days ago, I was reminiscing about a great piece of direct mail I received last year. Yesterday, I received the opposite. This falls under the category of a merge/purge fail. As you can see here, there are … Continue reading
Posted in Data, Direct Response, Marketing
Tagged AmEx, credit cards, direct mail, merge/purge, service bureau, testing
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The next time you hear an executive parroting the “data is the new oil” line, sit them down at your own CRM for a few hours. Eyeball a few of the records your own company’s people created and supposedly cleaned … Continue reading
Monday, 9 October 2017 8:23 am
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Ads.txt: Cui bono?
Ads.txt is not the answer to solving the widespread problem of fraud in the digital marketing ecosystem, but it’s a small step in the right direction. I was glad to hear that MediaMath announced that it will begin rapidly rolling out … Continue reading
Posted in Data, digital marketing, fraud, Media
Tagged ads.txt, adtech, fraud, martech, media, programmatic, technology
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Buy Digital Directly. No, I’m Not Crazy!
Dr. Augustine Fou just published an interesting presentation, “You’re Not Getting What You Paid For,” which I encourage all marketers to read. The presentation lays out a number of the ways you–yes you–are being screwed in the digital ecosystem. In … Continue reading
Posted in Data, digital marketing, Direct Response, fraud, Media, Strategy
Tagged Augustine Fou, digital fraud, digital marketing, P&G, Unilever
2 Comments
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
Posted in Analysis, Data, Media
Tagged Bob Lefsetz, data, digital media, Lumen Research, measurement, music, viewability
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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
Posted in Data, Direct Response, Marketing, Media
Tagged data, direct mail, Square, targeting
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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
Posted in Communications, Data, Media, Rants
Tagged digital marketing, fraud, Google, malvertising
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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
Posted in Communications, Data, Marketing, Media, Predictions
Tagged Alexa, Amazon, B.S., machine learning, Mark Ritson, Pokémon Go, powerpoint, UI/UX
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