Prior to my career as a marketer I was an accountant. Yes, I was that guy that only looked at the numbers and gave you a hard time about your expense report. One of my favorite stories from those days was about ROI when dealing with the sales and marketing teams. Budgets are tight; new [...]
Looking through my inbox the other day, a message caught my eye. I typically don’t pay attention to this kind of thing, but perhaps I took an interest because I was recently interviewed for a student’s research paper on careers in marketing. As an aside, I found it interesting that many of her questions were [...]
Digital Marketing. It bears a resemblance to what Billy Beane and Peter Brand were trying to do in the 2012 Academy Award nominated film, Moneyball. You might think that the movie is all about baseball. Really, it is a movie about data. Just as marketing isn’t all about creative, it is also about data. Digital [...]
Let's face it. Marketing is now driven by data. A good bit of the guesswork is gone. Yet, more times than not, there still seems to be a focus group of one and typically, it’s the main decision maker. But can you really support what you believe to be the correct path for your campaign? [...]
It doesn’t take a rocket scientist to know that improving your website will ultimately improve your bottom line. But then why do so many companies launch websites only to sit and gather dust? Your website should always be evolving. It is your storefront to the digital world. You would be disinterested to see the same [...]