Tag Archives: tactics

First Mile Problems

Posted on Thursday, 18 April 2019 7:30 am by

I was recently interviewed by Tim Furey, CEO of MarketBridge, on The Last Mile Podcast. Among our discussion of SAC, CAC, LTV, ROI, other three-letter acronyms, we also spent time on “first mile” marketing problems. As a practicing performance/direct response … Continue reading →

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

Before You Worry About Match Rates…

Posted on Wednesday, 19 July 2017 9:12 am by

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading →

Posted in digital marketing, Direct Response, Marketing, Media, Strategy, Tactics | Tagged , , , , , ,

Buying Audiences, Getting Worked

Posted on Tuesday, 6 December 2016 9:59 am by

I thought the modern age of non-intrusive advertising was supposed to give me only the relevant ads I wanted to see, lovingly presented to me by some perfect algorithm hand-crafted in a loft in SoHO? Ta-da–you’ve just seen what happens when you get stuffed into an “audience.” Continue reading →

Posted in Communications, Strategy, Travel | Tagged , , , , , , , | 2 Comments

If You’re Going Out of Business Anyway…

Posted on Tuesday, 6 March 2012 10:07 am by

Why wouldn’t you try to stop it? The answer in the newspaper industry, at least according to Mathew Ingram in GigaOM yesterday is culture. The newspaper industry has been circling the drain as the shift to free/cheap classified advertising has … Continue reading →

Posted in Media, Strategy, Tactics | Tagged , , ,