Jerry Daykin started a Twitter thread: «ROI is a terribly misunderstood thing in media/advertising. Chasing high ROIs can mean running your business into the ground/minimising growth, and in fact a high ROI is often a sign you are underinvesting in a channel. ROIs aren’t static, they shift as your budgets do. »
Continue reading “Chasing high ROIs can mean running your business into the ground”
Humans Don’t Hyperscale
Dr. Augustine Fou wrote a blog post titled Humans Don’t Hyperscale. Sorry, Silicon Valley. Continue reading “Humans Don’t Hyperscale”
P-Hacking
Christie Aschwanden wrote an article for Wired titled We’re All ‘P-Hacking’ Now. Continue reading “P-Hacking”
Marketing Cannibalization
Kevin Hillstrom wrote a Twitter thread on marketing cannibalization.
« Cannibalization. In marketing/analytics, few people understand the concept. » Continue reading “Marketing Cannibalization”
It’s time to embrace marketing as a cost not an investment
Andrew Willshire wrote an article for MarketingWeek titled It’s time to embrace marketing as a cost not an investment. Continue reading “It’s time to embrace marketing as a cost not an investment”
Even the simplest metrics require forensic analysis
Helen Edwards wrote a MarketingWeek article titled Even the simplest metrics require forensic analysis.
« You can have a bunch of metrics, each accurately assessing a single facet, but… as essayist Nassim Taleb observes, in complex systems it is the interactions that really count, with the result that “the ensemble behaves in ways not predicted by its components.” » Continue reading “Even the simplest metrics require forensic analysis”
The Myth Of the Grand Unified UX Metric
Jared M. Spool wrote an article titled The Myth Of the Grand Unified UX Metric. Continue reading “The Myth Of the Grand Unified UX Metric”
Over-optimised and underwhelmed
Faris Yakob wrote an article titled Over-optimised and underwhelmed. The main message is that in the obsession with quantitative metrics, advertisers seem to have forgotten that their job is to communicate with humans. Continue reading “Over-optimised and underwhelmed”
Articles of Interest 