Tag Archives: modeling

Continuity Marketing: Profit or Scale?

Posted on Tuesday, 24 October 2017 9:17 am by

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 →

Posted in Direct Response, Marketing, Philosophy, Strategy, Tactics | Tagged , , , , ,

Mayan Marketing

Posted on Friday, 21 April 2017 7:15 am by

“All you have to know is what it is.” Said Richard Feynman, in his introduction to his famous Sir Douglas Robb Lectures on quantum electrodynamics at Auckland University in 1979. Feynman’s brilliance in those lectures and his book on the … Continue reading →

Posted in Marketing, Media, Philosophy | Tagged , , , ,

Administrivia Root Cause: The Simple Heuristic

Posted on Thursday, 3 July 2014 7:00 am by

I used to work for a large corporation that required managerial approval to get a corporate Blackberry or to order food or snacks for meetings. Said another way, vice presidents were responsible for assessing the need for $30 worth of … Continue reading →

Posted in Leadership, Philosophy | Tagged , , , ,

Bottom-Up P&L

Posted on Wednesday, 14 May 2014 9:01 am by

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 →

Posted in Direct Response, Marketing | Tagged , , ,