Measuring out-of-home ROI with branded search traffic
By way of @nicvjayne, the story of MailChimp’s billboard advertising: When return on investment is measured by delight instead of sales or conversions, there’s a lot more freedom to be creative, to be...
View ArticleA structured approach to traction
Over the last couple months, Gabriel Weinberg has been churning out post after thoughtful post related to startup marketing. Earlier this week he presented the Bullseye Framework for startups to...
View ArticleAnalytics and digital decision makers in marketing
HBR sums up the trajectory and redefinition of Analytics, the capital-A version: Analytics, once a back-of-the-house research function, is becoming entwined in daily strategy development and...
View ArticleMeasuring marketing value through incrementality experiments
Last week Google released CausalImpact, an open-source r package that both improves and simplifies incrementality analysis of time series data. For marketers who do not always have the luxury of A/B...
View ArticleAttribution starts with two dots
“Attribution starts with two dots” posted at Medium. Take a look.
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Changing the Twitter conversation (again)
(Originally posted on Medium.) Earlier this week Shira Ovide made the argument that, despite the negative sentiment around Twitter in both tech and finance circles and some unexplained deceleration,...
View ArticleHow marketers can increase quantity of quality using customer lifetime value
(Originally posted on Medium.) Customer lifetime value has been an interest of mine for several years: cohort and survival analysis, revenue models, unit economics, and innovation through experiments....
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