When it comes to bid management, let the machines do the heavy lifting, advises contributor Frederick Vallaeys. Here’s why it’s best to automate the tedious work humans used to do to calculate CPC. Frederick Vallaeys on August 30, 2018 Bid management is not traditionally thought to be part of a marketing job so why … Continue reading There is no reason to manage bids manually
William Gadea — August 6, 2018 — August 6, 2018 You are probably ending your A/B tests either too early or too late. The standard best practice in the conversion optimization industry is to wait until two conditions have been met before ending an A/B test. First, that a representative sample is obtained. Second, that … Continue reading There is Nothing Magical About 95% Statistical Significance
James Glover — June 18, 2018 Follow @coherentpath — June 18, 2018 Far too often in email, retail marketers take the ‘one-size-fits-all’ approach to promote new products. They pick the biggest trend of the season and promote it relentlessly to everyone. Unfortunately, this strategy of honing the most popular item of the moment can be … Continue reading There Are Balls and Strikes – How Do You Make the Right Call?
Graham Jones — April 29, 2018 Follow @grahamjones — April 29, 2018 Social media bias is well-known. The whole issue of political “echo chambers” which probably led to the election of Donald Trump and the outcome of the Brexit referendum has been widely debated. Similarly, the notion of echo chambers on Facebook, giving rise to … Continue reading Is There a Hidden Bias in Social Media That is Harming Your Business?
Angela Hausman, PhD — February 9, 2018 Follow @MarketingLetter — February 9, 2018 The infographic below is based on LinkedIn’s report of the marketing team of the future and highlights to changing landscape of digital marketing. Will the future for digital marketing look like the one we see today? If not, how will that future … Continue reading There is No Future for Digital Marketing
Contributor John Steinert explains how alignment across an end-to-end process helps sustain and scale your program. John Steinert on February 8, 2018 When I saw this video of cadets helping each other scale a high wall, I was immediately struck by how planning, preparation and teamwork can clearly blow away making it up as you … Continue reading There is no ‘I’ in successful ABM
Greetje den Holder — January 26, 2018 Follow @GdenHolder — January 26, 2018 On January 16, 2018, YouTube announced major monetization changes. Creators must now accrue four thousand hours of watch time over the course of twelve months and reach a thousand subscribers to join YouTube’s Partner Program and qualify for monetization. This is a … Continue reading What Alternatives Are There for Small Creators on YouTube?
Roshan Shetty — October 31, 2017 — October 31, 2017 There is an old Zig Ziglar quote that says: “The top salesperson in the organization probably missed more sales than 90% of the sales people on the team, but they also made more calls than the others made.” As motivational as this can be, it … Continue reading Should There Be A Trade-off Between Good Data and Productivity?
Betsy Kent — October 10, 2017 Follow @bevisible — October 10, 2017 Shutterstock Thinking back to the first time I heard someone refer to another person as his or her coach, I was very confused. I happened to be watching a talk show where a famous singer was discussing her dieting habits with the host. … Continue reading Are There Too Many Coaches Out There?
Ernan Roman — September 26, 2017 — September 26, 2017 DigiPD / Pixabay “By combining companies, we believe will be able to…enhance the customer experience, increase customer value and put ourselves in an even stronger position to help shape and lead the next generation of shopping,” So said Mike George, QVC’s president and CEO. But … Continue reading All These Mergers… Consumers Are Asking: Will Their Brand Connection Still Be There?