By Mark on Aug 6, 2008 in Advertising, Analytics, Featured, Optimization, SEO/SEM | 2 Comments
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 Nightmares. Please take the time to read it.
As I [...]
By Mark on Jul 16, 2008 in Analytics, Featured, Process, Strategy | 0 Comments
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.
By Mark on Jul 15, 2008 in Advertising, Analytics, Branding, Direct Marketing, Featured, Marketing, Offer, Process, Social Media, Strategy, Viral Marketing | 1 Comment
"Warning: Habits May Be Good for You" explores how an anthropologist turned to marketing experts from CPG companies like Procter & Gamble to help increase the incidence of hand-washing with soap after using the toilet in the nation of Ghana to improve the health of children. Obviously, this was an important effort and I was encouraged to see marketing practitioners as instrumental in helping achieve success in this endeavor.
As I was reading the article, it struck me that many of the techniques used are found in Robert B. Cialdini's classic Influence: The Psychology of Persuasion. I'd lent out my copy a few years ago and, thankfully, had to buy a new version which includes an epilogue written by Dr. Cialdini in 2007. My re-re which triggered my thoughts on social media.
By Mark on Apr 14, 2008 in Analytics, Featured, LTV, Optimization, SEO/SEM, Strategy | 1 Comment
How do you make money?
This is one of the first questions I ask all my clients. The answer usually comes back including some aspect of "buy low, sell high" and other margin-related facts. Regardless of the complexity or depth of the answer, one word is always included.
The magic word is "people."
So why isn't all marketing done on customer lifetime value (LTV)? What are the five things you need to consider when developing LTV-based models that allow you to build CPA (cost per acquisition) based marketing plans?
By Mark on Jan 6, 2008 in Analytics, Online, Optimization, Testing | 0 Comments
A client recently asked me "who can tell me if my website is working well for me?" My immediate response was "your customers and your browsers." This, of course, triggered a conversation of how it was possible to talk to tens of thousands of (usually) anonymous visitors, collect their insights and then translate that to [...]
