Money Talks: It’s Past Time That Marketers Reconsider Reward-Based Promotions
Performance Marketing
Recently, Bill Warshauer provided Target Marketing readers with a timely reminder of the efficacy of reward-based promotions and their utility in replacing discounts in the promotional mix. Now let's take [...]
Machine Learning? I Don’t Think Those Words Mean What You Think They Mean
Performance Marketing
I find more and more people use the term “machine learning” when they really mean to say “modeling.” I guess that is like calling all types of data activities — [...]
Use People-Oriented Marketing: Because Products Change, But People Rarely Do
Performance Marketing
In 1:1 marketing, product-level targeting is “almost” taken for granted. I say almost, because most so-called personalized messages are product-based, rarely people-oriented marketing. Even from mighty Amazon, we see rudimentary [...]
Replacing Unskilled Data Marketers With AI
Performance Marketing
People react to words like “machine learning” or “artificial intelligence” very differently, depending on their interests and levels of understanding of technology. Some get scared, and among them are smart [...]
Resistance Is Futile
Performance Marketing
Any serious Trekkie would immediately recognize this title. But I am not talking about the Borgs, who are coming to assimilate us into their hive-minded collective. I am talking about [...]
Smart Attribution Modeling
Performance Marketing
Depending on the size and scope of your advertising and marketing spend, you may have spent time and effort thinking about attribution modeling. Different organizations have very different approaches to [...]