Tag Archives: analysis

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

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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 , , , , , | 4 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

What Doctors Can Teach You About Dashboards

I’m pleased that today’s guest post is from Chuck Ullan.  Chuck’s a fellow direct response marketing disciple and analytics ninja who provided me with much wise counsel when we worked together at AOL. He now runs his own analytics firm, … Continue reading

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LTV>CPA

Fred Wilson recently wrote this great post on LTV>CPA.  It’s something us old-school direct marketers had ingrained in us from day one.  It’s something that’s not taught as much as it used to be.  It’s worth a read, particularly the … Continue reading

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Big Data and the Rise of Asymmetrical Analytics

The McKinsey Global Institute just issued their report Big data: The next frontier for innovation, competition, and productivity.  It’s worth the time to read and act on (not think about).  Now. The McKinsey analysis looks at five sectors in some detail–health … Continue reading

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