For Measurement-Oriented Marketers: The Best of ‘Here’s What Counts,’ 2019
Performance Marketing
Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and [...]
Election Polls and the Price of Being Wrong
Performance Marketing
The thing about predictive analytics is that the quality of a prediction is eventually exposed — clearly cut as right or wrong. There are casually incorrect outcomes, like a weather [...]
Publishers Need to Apply Yield Optimization Techniques To Subscription Pricing
The migration of advertising spend from print, television, radio, and cable to digital platforms is transforming the business models of publishing and broadcasting companies all over the world. Magazines are [...]
Customer Value: Narrowcasting vs. Broadcasting
Performance Marketing
The traditional model for customer acquisition has essentially been a broadcast approach, reaching a large audience generally descriptive of the customer base. Contrast this with what is sometimes described as [...]
3 Database Marketing Strategy Takeaways
Performance Marketing
An old friend in business called me to share her “crisis of confidence” in using her pricey new database/CRM/analytics system. She had led the organization through a major investment in [...]
What Does a Data Marketer Look Like?
Performance Marketing
The currency of nearly all marketing today is data. Ten years ago, we might have said much the same of digital marketing, and all the email, display, social, search, and [...]