Faris Yakob, author of Paid Attention, posted an article titled Full Stack Strategy, Cryptomnesia, Cultural Pendula & Fachidiots. Faris introduces the term full stack creativity, “by which I mean a person (or small team) that comes up with ideas, makes the stuff, looks at the metrics, and then makes the optimization decisions.” Continue reading “Full Stack Strategy, Cryptomnesia, Cultural Pendula & Fachidiots”
Consumers Are Becoming Wise to Your Nudge
Simon Shaw wrote an article in Behavioral Scientist titled Consumers Are Becoming Wise to Your Nudge.
« Companies in certain sectors use the same behavioral interventions repeatedly. Hotel booking websites are one example. Their sustained, repetitive use of scarcity (e.g., “Only two rooms left!”) and social proof (“16 other people viewed this room”) messaging is apparent even to a casual browser. » Continue reading “Consumers Are Becoming Wise to Your Nudge”
a marketing culture that’s obsessed with aping winners and sweeps failure under the carpet
Harry Guild, data strategist at BBH London, wrote an article called The Long and the Short of It Needs the Wrong and the Shit of It. “We’ve built a marketing culture that’s obsessed with aping winners and sweeps failure under the carpet.” Continue reading “a marketing culture that’s obsessed with aping winners and sweeps failure under the carpet”
Managing the Marketing Metrics Portfolio
Professors Bruce Clark and Tim Ambler wrote a paper titled Managing the Marketing Metrics Portfolio. “Different strategies demand different metrics on the dashboard.” Continue reading “Managing the Marketing Metrics Portfolio”
Share of Voice and Beyond
Zenith Media posted an article called Measure the share of brand experience, not SOV. Continue reading “Share of Voice and Beyond”
Meaningful Measurement
Murray Calder wrote a blog post for Mediacom titled Meaningful Measurement. “As much as we each become the stories we tell ourselves, so businesses become what they measure.” Continue reading “Meaningful Measurement”
Net Promoter Score Considered Harmful
Jared M. Spool wrote an article titled Net Promoter Score Considered Harmful.
Net Promoter Score (NPS) is calculated based on a one-question customer survey. “‘How likely are you to recommend [COMPANY] to a friend or colleague?’ On an eleven-point scale, with zero marked as Not At All Likely and 10 marked as Extremely Likely, respondents pick a number.” Continue reading “Net Promoter Score Considered Harmful”
Perceiving competitive reactions
Marketing professor Bruce H. Clark wrote a paper called. Perceiving competitive reactions: The value of accuracy (and paranoia). Continue reading “Perceiving competitive reactions”
Articles of Interest 