Category Archives: Tactics

Déjà Vu: The Partner Curse

I’m sure you’ve read about Hyphbot, but if you haven’t, here’s a good piece at The Drum which you should read. In the article, this line from Jay Stevens, the Adform CRO, hit me: “Premium publishers, like the FT are … Continue reading

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Your Holiday Season Mission: Customer Acquisition

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

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Another Day, More Digital Fraud

How many of your ad tech and mar tech technology providers called you in September and October and said “Hey, we’re seeing some odd things happening and we think maybe there’s some new fraud taking place. Maybe you should cut … Continue reading

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GroupM Shines Light on Middlemen

Bravo to Group M for starting to shine the light on the adtech middlemen who reduce our working media to, at times, a pittance. Advertisers need to demand more of this behavior from our agencies. Here’s the report I want … Continue reading

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ABD (Always Be De-Averaging), ads.txt Edition

Now that ads.txt is getting traction, with about 44% (and growing) of the top 10,000 domains using it, you’ve got some homework in your future. Here’s the assignment: Pull together your campaign data at the source (e.g. somedomain.com) and “source/source” … Continue reading

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Continuity Marketing: Profit or Scale?

I had an interesting discussion on continuity acquisition strategy yesterday, which boiled down to two questions: Do we spend profitability, at break-even, or to penetrate (i.e. at a loss) at the margin? By profit, do we mean gross margin, marketing … Continue reading

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Re-Seal the Deal: Category Repurchase

Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading

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Checklist Marketing: Digital Media List

Bob Liodice and Marc Pritchard took to the bully pulpit at the ANA’s Masters of Marketing conference yesterday, and kept up the pressure on the adtech shysters who steal our money. As Liodice said,  “CMOs operate in the most nontransparent … Continue reading

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Marketing Navigators: Do You Have a Sextant?

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

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Source Level Triage

Let’s assume you’ve built your marketing whiffletree and have a banding model at the source level that you can analyze every Monday. Of course, you’ll sort your sources from most effective to least and do more of the things that … Continue reading

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