- Your Target Audience Just Got Bigger Thursday, 26 January 2023 9:05 am
- Sometimes Friday, 15 April 2022 7:58 am
- Who Pulled the Names? Friday, 4 December 2020 8:45 am
- Creating a Narrative… Thursday, 12 November 2020 7:45 am
- What are Your Principles? Wednesday, 19 August 2020 7:56 am
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Tag Archives: analysis
The Root of Digital Advertising B.S.
For years, Bob Hoffman has been writing about the delusion held by advertisers that people want to interact with us or our ads. I was an early adopter of that now-disproven fantasy. I bought in back in ’89-’90 when I … Continue reading
Posted in Analysis, Data, digital marketing, fraud, Marketing, Tactics Tagged analysis, attribution, MTA, multi-touch attribution Comments Off on The Root of Digital Advertising B.S.
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
Posted in Data, Marketing, Media Tagged analysis, Black Friday, NRF, retail, U.S. Census Comments Off on Black Friday Narrative: The Retail Apocalypse (The Data Says…)
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
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
Posted in Marketing, Media, planning, Strategy, Tactics Tagged analysis, GPS, Naval Academy, sextant, technology, whiffletree Comments Off on Marketing Navigators: Do You Have a Sextant?
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
Posted in Communications, Direct Response, Marketing, Philosophy, planning, Tactics Tagged afterburner, analysis, debrief, digital marketing, digital media, direct response, performance marketing, rules of thumb Comments Off on Ignore “Three Rights” At Your Campaign’s Peril
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 analysis, direct mail, offer, postcard, Pricing 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 analysis, Bayes, experiments, statistics, test design, testing 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 analog, analysis, digital marketing, multichannel marketing, systems, whiffletree 6 Comments
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