Here’s a definition: Total remarketing is remarketing in all possible channels with all possible list combinations. Channels: Programmatic display networks (e.g., Adroll) Google (GDN, RLSA) Facebook (Website Custom Audience) Facebook (Video viewers / Engaged with ads) etc. How to apply: Test 2-3 different value propositions per group Prefer up-selling and cross-selling over discounts (the goal […]
Month: March 2017
Koneoppimisen jämähtämisongelma
Konekin voi joskus jäätyä. Kone oppii kuten ihminen: empiirisen havaintoaineiston (= datan) perusteella. Tästä syystä samoin kuin ihmisen on hankala oppia pois huonoista tavoista ja asenteista (ennakkoluulot, stereotypiat), on koneen vaikea oppia nopeasti pois virheellisestä tulkinnasta. Kysymys ei ole poisoppimisesta, mikä lienee monessa tapauksessa mahdotonta, vaan uuden oppimisesta, niin että vanhat muistirakenteet (= mallin ominaisuudet) […]
In 2016, Facebook bypassed Google in ads. Here’s why.
Introduction The gone 2016 was the first year I thought Facebook ends up beating Google in the ad race, despite the fact Google still dominates in revenue ($67Bn vs. $17Bn in 2015). I’ll explain why. First, consider that Google’s growth is restricted by three things: natural demand keyword volumes, and approach of perfect market. More […]
Buying and selling complement bundles: When individual selling maximizes profit
Introduction When we were young, me and my brother used to buy and sell game consoles on Huuto.net (local eBay) and on various gamer discussion forums (Konsolifin BBS, for example). We didn’t have much money, so this was a great way to earn some cash — plus it taught us some useful business lessons along […]
Polling social media users to predict election outcomes
The 45th President of the USA Introduction The problem of predicting election outcomes with social media is that the data, such as likes, are aggregate, whereas the election system is not — apart from simple majority voting, in which you only have the classic representativeness problem that Gallup solved in 1936. To solve the aggregation […]
Analyzing sentiment of topical dimensions in social media
Introduction Had an interesting chat with Sami Kuusela from Underhood.co. Based on that, got some inspiration for an analysis framework which I’ll briefly describe here. The model Figure 1 Identifying and analyzing topical text material The description User is interested in a given topic (e.g., Saara Aalto, or #saaraaalto). He enters the relevant keywords. The […]
CLV-pohjainen markkinointibudjetin allokaatio alustojen välillä
Odottelen, että ilmaantuisi helppo tapa tehdä järkevää markkinointia. Nythän tilanne on niin, että markkinointibudjetit allokoidaan joko fiiliksen mukaan (lehdet, TV, radio) taikka konversiokustannusten mukaan (digi). Eli toisin sanoen jälkimmäisessä tapauksessa lasketaan CPA:ta, kun pitäisi laskea CLV:tä. Miksi CLV:tä ei lasketa? CLV:tä ei lasketa, koska se on niin hankalaa. Pitäisi erottaa ostohistoria ja kytkeä jokainen konversio […]
Agile methods for predicting contest outcomes by social media analysis
People think, or seem to assume, that there is some magical machine that spits out accurate predictions of future events from social media data. There is not, and that’s why each credible analysis takes human time and effort. But therein also lies the challenge: when fast decisions are needed, time-taking analyses reduce agility. Real-time events […]
On complexity of explaining business failure
Introduction During the research period for my dissertation based on startup failures, I realized there are multiple layers of failure factors associated with any given company (or, in reverse, success factors). These are: generic business problems (e.g., cash-flow) individual-level problems (e.g., personal chemistry) company type problems (e.g., lack of funding for startups) business model problems […]
3 teesiä digitaalisen markkinoinnin (ja miksei muidenkin) asiantuntijapalvelujen myynnistä
En todellakaan ole myynnin ammattilainen. En ole, koska olen introvertti ja sulkeutunut tyyppi ja — rehellisesti sanottuna — en pidä kovinkaan monen ihmisen seurasta. Näistä piirteistä huolimatta Konvertigon (www.konvertigo.io) toimitusjohtaja väitti, että osaan “vakuuttaa asiakkaat asiantuntemuksella”. Niin tai näin, ainakin noudatan muutamaa perusperiaatetta, joiden olen huomannut toimivan myyntitilanteissa. Ne ovat: Itseluottamus – tähän liittyy esimerkiksi, […]