Tag Archives: analysis

Black Friday Narrative: The Retail Apocalypse (The Data Says…)

I was searching Linkedin last evening and read a comment from somebody about how “Black Friday sales have been down the last few years.” The comment came with no facts to back the assertion, and it fit neatly into the … 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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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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Ignore “Three Rights” At Your Campaign’s Peril

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

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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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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

Posted in Analysis, Data, Direct Response, Marketing | Tagged , , , , | 2 Comments

Four Easy Articles to Improve Your Testing Today!

I’ve seen a few examples lately where the word “test” was bandied about when no such thing took place. One of my recent favorites was this article by the MD of a digital trading desk who claimed to be testing … Continue reading

Posted in Analysis, Direct Response, Education, Marketing, Rants | Tagged , , , , , | 2 Comments

Whiffletrees and the OODA Loop

Sounds like a barbershop quartet and a fad from the 1950’s, doesn’t it? As I promised on Tuesday and finally got around to today, here’s the concept of using a whiffletree to manage your multichannel marketing. You might think that with … Continue reading

Posted in Analysis, Marketing, Organization, Tactics | Tagged , , , , , | 6 Comments

Bottom-Up P&L

I was looking for a file this morning and stumbled across a P&L sensitivity model I built in 1998.  I built the model while working for the continuity marketer International Masters Publishers, where I learned  (and eventually taught) proper direct … 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

Posted in Analysis, Data, Media, Privacy, Security | Tagged , , , | 1 Comment