In baseball, there is an old adage that “stats are for losers”. This refers to the fact that fans often resort to talking about the stats of their favorite team or players when they are losing. In pro sports, winning is what matters – all else is background noise. [...]
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I’ve been thinking a great deal about the balance between inbound and outbound marketing. I’m not a big fan of the term “inbound marketing” as it is largely a rehash of things that most online marketers discovered over the last 8-10 years. Accountable and analytic marketers understand that: Most of the mass media and “push” [...] [...] You ask for goals and metrics before a project starts You search for analogous historical programs to give you sense of potential results You ask too many questions when a vendor uses jargon or overly technical terms You talk with others who have tried this type of marketing before You push vendors for CPA or [...] [...] Reflecting on Marketing Accountability View more presentations from Alain Thys. [...] I’d like to share a story about a time when I thought I was measuring the right thing (but wasn’t). I had decided that paid search was the right answer for my business. Many of my competitors were buying keywords and there was plenty of traffic in the space. The popular terms were bid up [...] [...] I think marketing people get a bad rap and often think that accountability is the root cause. Too often we use words like “brand building” to mask the fact that we can’t connect some of our activities with tangible results. Here are some questions to assess how accountable you are as a marketer. Do you [...] [...] |
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