Category: Advertising
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Average, Median, and Your Marketing Analytics
If you’ve never taken a statistics class, yet you’ve ended up being responsible for your company’s marketing analytics, then this article is for you. One of the core statistical concepts we rarely hear about is the median. We hear about averages all of the time: average revenue per user, average website traffic, average number of…
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What Are Your Indicators of Legitimacy?
Players on the World of Warcraft forums were debating what the best titles for individual classes or players to have were, as a proxy for prestige and proof of competence. For those that don’t play, World of Warcraft awards you titles such as Deathlord or Kingslayer for accomplishing certain feats in the game. For players…
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Why Macroeconomics Matters to Marketers
Marketers have traditionally been famous for not being mathematically-inclined. However, without an understanding of statistics and economics, marketers will be less effective in their work. In this post, we’ll explore why macroeconomics matters to marketers. Macroeconomics is Marketing’s Precursor What is macroeconomics and why should marketers care? Macroeconomics is the study of (and the corpus…
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Great Customer Service in One Slide
Service is the dominant form of industry these days. Everything is a service; in fact, -as-a-service is appended to an enormous number of industries. We have software-as-a-service. (the online apps economy) We have platform-as-a-service. (the API economy) We have vehicles-as-a-service. (the ridesharing companies) We have space-as-a-service. (home and office timesharing apps) Yet how many of…
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How to Track High-Value Returning Visitors with Google Analytics™
One of the most valuable people to visit our website is the returning visitor. This is the person who’s already aware of us, who’s already been to our website. However, not all returning visitors are the same. Some are much higher value than others – visitors who have been to specific pages on our site.…
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Where Won’t Marketers Go?
Oz du Soleil responded to the most recent blog post on auto-DMs with this observation: “I remember a few years ago online marketers were all about the importance of building relationships. Today, it’s about taking advantage of technologies that allow marketers to be invasive. Email is a miserable place because marketers made it so. Now,…
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10 Survey Research Disclosure Rules for Marketers
I was recently asked my opinion on a piece of survey research and how valid I thought it was. One of the easiest tests for validity of any piece of research is in its disclosure statement and methodology. Why Disclosure? The more a study discloses, the more likely it is the study sponsor is willing…
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Retargeting: The Lowest Hanging Fruit in Digital Advertising
One of the most common and trite business cliches is the term low-hanging fruit, implying activities we could do which would yield fast, easy results. Low-hanging fruit also implies a limited amount, a resource that is depleted quickly. Do such things exist in digital marketing and digital advertising? Yes, they do. The lowest hanging fruit,…
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Audience-First Marketing Strategy
Content shock has hit marketing like a tsunami. We marketers are no longer assured of reaching our audiences in any medium: Organic social media content’s reach continues its decline to zero. Public relations struggles with traditional media’s ongoing demise, as more news outlets close up shop. Paid advertising’s reach and clickthrough rates to broad audiences…
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Are we using competitive analysis correctly in marketing?
Competitive analysis is a double-edged sword. It’s one of the most-requested tasks we marketers are asked to perform, but done improperly, it’s fraught with danger. On one hand, competitive analysis helps us to understand our place in our industry’s ecosystem. We learn what the general best practices are, what other companies do or don’t do,…
