'All Models Are Wrong, but Some Are Useful'
Neil Mason | Verifying Business Value |       |  | "All models are wrong, but some are useful." So said the statistician George Box. Clarifying what he meant, Box went on to say, "Remember that all models are wrong; the practical question is how wrong do they have to be to not be useful?" I think he had a point that's worth thinking about a bit. The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that managers will be exposed more and more to... |
The New Evolution of Direct Response Is Social
Dilip Venkatachari | Analyzing Customer Data | |  | Since the heyday of the infomercial, direct response (DR) campaigns have been a significant driver of revenue, and today, in the age of social media, they still play a major role in the pursuit of conversions. It has been proven that many verticals can achieve better results with social than display advertising, so it makes sense that leveraging social for DR campaigns can deliver results, sometimes even rivaling those of search. Social media and the wealth of data that comes with... |
Are You Suffering From OCT (Obsessive-Compulsive Testing)?
Tim Ash | Conversion & ROI | |  | Poor Ryan. He is a pay-per-click (PPC) professional who landed a big role managing paid search for a well-known brand. Being in charge of a large budget for PPC with serious performance goals tied to it was a sobering experience for him. He already knew there was more to conversion than just the paid search click, but never was it more apparent than now. Ryan quickly moved beyond driving traffic in order to increase the site's return on investment (ROI). He assembled a small team... |
Automate Dashboard Updates to Focus Your Time on Analysis
Adam Singer | Actionable Analysis | |  | Updating customized dashboards, spreadsheets, and reports manually is a time-consuming process. It's also one no one really enjoys doing. Sure, it's quicker to do it once, but over time automation will save you a lot of effort. Especially if you are an agency or have a lot of sites you want custom dashboards for. While it may come as a surprise to some of you who set up automation ages ago, I know many are still manually updating dashboards both on the agency and the brand side.... |
Multi-Channel Inventory and Customer Loyalty
Jack Aaronson | ROI Marketing | |  | For the last 13 years or so multi-channel user experience and loyalty has been the foundation of my company. Back in the day, it was both scary and revolutionary to tell companies that in-store pickup of web orders was a good idea. People were afraid that one channel would take away customers from another channel. My old columns on this topic, which I termed "Channibalism," seem almost quaint when read 10 years later. Of course, now we have lots of evidence to show that people want... |
Need a Break? Try Our Inflatable Dolls and Lunch Combos, Says Applebee’s
The casual dining chain has produced six Industrial Strength Lunch Decoys - which can be purchased on Amazon.com – as a means to market its Lunch Combos menu to work-weary Americans.
Lisa Lacy | Strategies | Print version Insider Tips for the Perfect Headline: Email, Mobile, or Social
Don't forget: as digital marketers, we have the onus to always keep a fresh set of headlines even if we are reusing old content.
Sundeep Kapur | Social Integration | Print version Size or Specialization?
What the Publicis Omnicom merger means for email marketers.
Simms Jenkins | Email Marketing Best Practices | Print version Lessons From Shark Week
The Discovery Channel's pop culture phenomenon churns up marketing opportunities for brands.
Tessa Wegert | Media Buying | Print version Push vs. SMS
While both push and SMS deliver short-format content for mobile phones, there are significant differences in user experience, purpose, and strategy. So which should you use?
Melinda Krueger | Mobile | Print version Baidu Ad Account Verification - What Does It Mean for Marketers?
Baidu recently started enforcing its account verification initiative, and it has had quite an impact on account performance.
Tait Lawton | Paid Search | Print version Study Reveals Significant Adoption of YouTube by Global Brands
A new Pixability study finds that the top 100 global brands use YouTube to build an engaged audience and drive business results.
Greg Jarboe | Video | Print version Facebook Launches 'Story Bumping' to Show Older Status Updates in News Feed
Facebook said the algorithmic change means it's more likely users will see an organic update that may be a few hours old.
Jessica Lee | Social Media | Print version Siemens Taps Tumblr as Recruitment Tool
The Tumblr, The Manager’s Call, invites participants in the Siemens Graduate Program to debate topics like business, workforce and career.
Lisa Lacy | Social Media | Print version Apple and Android Fight for Hands of Smartphone Consumers
A new study by Nielsen looks into which operating system is winning the smartphone market.
Caitlin Rossman | Audience/Traffic | Print version |
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