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Think Before You Marketing Metric — We Must Stop Chasing Our 'Tails'

Headshot of Peter J. Rosenwald
By Peter J. Rosenwald

Not so long ago, in a data-driven marketing seminar I was giving for some Brazilian Microsoft executives, I asked how many of the more than 40 participants “have a subscription”?

Fewer than 10 hands were raised.

Then I asked: “How many of you have Netflix?” Nearly all of the hands went up, and you could see on their faces the growing wave of recognition: While they hadn’t thought of their Netflix access as a “subscription,” they realized that they had “subscribed” for services to be paid for on a periodic basis, with or without a time commitment.

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Headshot of Peter J. Rosenwald

Peter J. Rosenwald

Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.

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