Category Archives: planning

Who Pulled the Names?

Posted on Friday, 4 December 2020 8:45 am by markpilip

Every time I get a wacky, mis-targeted email, in-stream ad, or direct mail, one thought goes through my mind… Continue reading →

Posted in Direct Response, Marketing, Media, planning | Tagged , , , | Comments Off on Who Pulled the Names?

Digital Marketing Tips From El Al

Posted on Wednesday, 24 January 2018 8:57 am by markpilip

El Al airlines has never been bombed and only hijacked once. This in spite of being a constant target for well-funded and persistent criminals. An enviable track record. How do they do it? Isaac Yeffet, El Al’s former head of … Continue reading →

Posted in Data, digital marketing, fraud, Media, Philosophy, planning, Security, Strategy | Tagged , , , , , , , | Comments Off on Digital Marketing Tips From El Al

I love the holidays, but as a buyer, I hate this time of year. Media sales people and vendors are calling constantly looking for that use it or lose it “dump money.” If you have dump money, only two things … Continue reading →

Posted on Friday, 1 December 2017 9:16 am by markpilip | Comments Off on Dealing With Dump Money

Your Holiday Season Mission: Customer Acquisition

Posted on Wednesday, 29 November 2017 10:17 am by markpilip

We’re in peak marketing season, with under 30 days to go. Digital CPMs are rising, clearing spots at acceptable CPA is getting harder, email in-boxes are more cluttered than ever, and sales promotion is off the hook. Nothing we haven’t … Continue reading →

Posted in Analysis, Marketing, Media, planning, Sales, Strategy, Tactics | Tagged , , , , , , , | Comments Off on Your Holiday Season Mission: Customer Acquisition

Marketing Navigators: Do You Have a Sextant?

Posted on Wednesday, 27 September 2017 7:40 am by markpilip

How can you be sure that your marketing navigation system is picking up the true signal, which can be very weak in these days of bots, fake traffic and across billions of rows of impression data? Continue reading →

Posted in Marketing, Media, planning, Strategy, Tactics | Tagged , , , , , | Comments Off on Marketing Navigators: Do You Have a Sextant?

AdTech: The Worst Server Room Ever

Posted on Thursday, 14 September 2017 11:29 am by markpilip

We get a kick out of images like this one at the left. How in the world could somebody let a system get so out of control? When Alan Kay shows this picture, he points out that every wire was … Continue reading →

Posted in Leadership, Philosophy, planning | Tagged , , , , , | Comments Off on AdTech: The Worst Server Room Ever

Nobody’s Talking About This ads.txt Problem

Posted on Monday, 10 July 2017 9:16 am by markpilip

As a media buyer, I find myself scratching my head about the IAB’s ads.txt initiative. It’s a good thing, of course. Knowing that somebody selling advertising inventory to you is actually authorized to sell that impression to you is important. … Continue reading →

Posted in Marketing, Media, planning | Tagged , , | Comments Off on Nobody’s Talking About This ads.txt Problem

Ignore “Three Rights” At Your Campaign’s Peril

Posted on Tuesday, 4 April 2017 8:58 am by markpilip

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading →

Posted in Communications, Direct Response, Marketing, Philosophy, planning, Tactics | Tagged , , , , , , , | Comments Off on Ignore “Three Rights” At Your Campaign’s Peril