Tag Archives: modeling

The Incremental Giveth… and Taketh Away

De-averaging your marketing investments and paying close attention to how your incremental marketing investments pay off is a post I’ve been intending to write for a while now.

The good folks at Rimm-Kaufman group, however, saved me the trouble with yesterday’s excellent PPC Averages can Hide Incremental NightmaresPlease take the time to read it.

As I was reading it, I started to think about applying LTV to the methodology.  When you think about making decisions based on LTV, the story becomes even more clear.  All will be revealed (with a graph!) after the break.

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Should 90% of CMOs be Fired?

GuillotineOK, as a CMO you’re going to be fired in ~23 months anyway.

But a recent study, carried out by Marketing Management Analytics, Financial Executive and Ed See, makes me think that more senior marketing executives should double-check the shine on their resume and perhaps consider a few more networking lunches in the near future.

A very brief summary of that report found in Ad Age frightens me and brings to mind a few courses of action that you can take today, if you find yourself in a similar situation.

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Where do you rank?

I’ve been working on a list analytics project recently and that’s resulted in me thinking of, among other things, universes. I’ve started to think about model performance and how the changes to the economy might be impacting marketing results.

However, I wasn’t tempted to write this post until two things happened yesterday. First, I received MediaPost’s Email Insider newsletter on the subject of customer lifecycle. Then, I needed to drive to a client yesterday and noticed that I’ve been driving a different car more frequently.

It dawned on me that I’ve become an x minus 1. Continue reading