Emory University marketing professor Dan McCarthy posted a 24-slide Powerpoint deck titled A general framework for customer lifetime value [CLV] as well as a CLV taxonomy spreadsheet. Continue reading “A general framework for customer lifetime value (CLV)”
Attribution is broken
Andrew Willshire wrote an article in Marketing Week titled Attribution is broken, here’s how to fix it. Continue reading “Attribution is broken”
How MacGyver Ruined Marketing
Jacob Sanders wrote a post titled How MacGyver Ruined Marketing.
“If we solved the last emergent problem cheaply, in a tight timeline, with a potato, then why budget in experts, time, or resources this bomb around?” Continue reading “How MacGyver Ruined Marketing”
Strategy is a luxury for small brands
Colin Lewis wrote an article for Marketing Week titled Strategy is a luxury for small brands – focus on being better known. Continue reading “Strategy is a luxury for small brands”
Amazon Prime Day Emails are a Dumpster Fire
Ranee Soundara wrote an article titled Amazon Prime Day Emails are a Dumpster Fire. The article was prompted by some promotional emails from Amazon pitching very lame personalized product selections. With the vast amount of big data that Amazon has available about past purchases as well as searching and browsing history, she notes that Amazon was promoting products remarkably off base—a major marketing failure for a company for a company whose profits come from selling purportedly leading-edge AI/ML technology through AWS. Continue reading “Amazon Prime Day Emails are a Dumpster Fire”
Snickers turnaround
Here is a YouTube video in which Mark Ritson explains a remarkable turnaround story of the Snicker brand, by focusing on distinctive assets. Continue reading “Snickers turnaround”
Cultural Imprinting
Kevin Simler posted article called Ads Don’t Work That Way explaining the how cultural imprinting works in advertising. « Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. » Continue reading “Cultural Imprinting”
Ethnography versus Focus Groups
Marketing professor and columnist Mark Ritson wrote an article in Marketing Week titled Ethnography beats focus groups hands-down, but they still serve a purpose. The article recaps an argument on Twitter between marketing professor and author Byron Sharp and practitioners Everard Hunder and Doug Garnett. Continue reading “Ethnography versus Focus Groups”
Marketing Discontent
Faris Yakob, author of Paid Attention, wrote an article titled Marketing Discontent. In 2017, “Marc Pritchard, chief brand officer for Procter & Gamble, heralded a new age of personalised relevant communication he calls ‘mass one to one.’” Continue reading “Marketing Discontent”
Big questions for big data
Alex Murrell wrote an excellent article titled Big Questions for Big Data regarding limitations of data in marketing.
“Some things are important but immeasurable. In fact, I’d argue that the vast majority of human behaviour falls into this group. Pride, passion, anger, anticipation, sadness, surprise. These are among the messy motivations of our actions. They are hard for us to recognise, difficult for us to process, and almost impossible for us to measure.” Continue reading “Big questions for big data”
Articles of Interest 