Introduction The issue with offline marketing is tracking. For many offline marketing efforts, such as exhibitions and networking events, it’s hard to track results. Participation in these events is often expensive, and the results are evaluated on a qualitative basis. Although qualitative evaluation is better than nothing, quantitative data is obviously better. And in many cases, […]
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A Few Interesting Digital Analytics Problems… (And Their Solutions)
Introduction Here’s a list of analytics problems I’ve devised for a class I was teaching a digital analytics course (Web & Mobile Analytics, Information Technology Program) at Aalto University in Helsinki. Some solutions to them are also considered. The problems Last click fallacy = taking only the last interaction into account when analayzing channel or campaign performance (a […]
Digital Marketing Laws (work in progress…)
Hi, this is work in progress – I’ll keep updating this list as new moments of “heureka” hit me. Digital marketing laws The higher the position in a SERP, the higher the CTR The more a mixed platform gains demand-side popularity, the more it restricts the organic reach of supply-side Search-engine traffic consistently outperforms social media […]
Using the VRIN model to evaluate web platforms
Introduction In this article, I discuss how the classic VRIN model can be used to evaluate modern web platforms. What is the VRIN model? It’s one of the most cited models of the resource-based view of the firm. Essentially, it describes how a firm can achieve sustainable competitive advantage through resources that fulfill certain criteria. These […]
The difference between business logic and strategy
Introduction I started thinking this question today when reading my students’ exam answers. The questions was “Define business logic and give an example of it”, and many answers actually defined strategy. At that point, I realized it’s not so easy to see a difference between these two concepts. So, what would I see as the […]
How to use Facebook Ads for market segmentation?
This article discusses the potential of market segmentation using Facebook Ads. Why is segmentation needed? Segmentation is one of the most fundamental concepts in marketing. Its goal is to identify the best match between the firm’s offering and the market, i.e. find a sub-set of customers who are most likely to buy the product and […]
A.I. – the next industrial revolution?
Introduction Many workers are concerned about “robotization” and “automatization” taking away their jobs. Also the media has been writing actively about this topic lately, as can be seen in publications such as New York Times and Forbes. New York Times: After Jobs Dry Up, What Then? Forbes: Now, Even Artificial Intelligence Gurus Fret That AI […]
The Digital Marketing Brief – four things to ask your client
Recently I had an email correspondence with one my brightest digital marketing students. He asked for advice on creating an AdWords campaign plan. I told him the plan should include certain elements, and only them (it’s easy to make a long and useless plan, and difficult to do it short and useful). Anyway, in the […]
The Bounce Problem: How to Track Bounce in Simple Landing Pages
Introduction This post applies to cases satisfying two conditions. First, you have a simple landing page designed for immediate action (=no further clicks). This can be the case for many marketing campaigns for which we design a landing page without navigation and a very simple goal, such as learning about a product or watching a […]
Assessing the scalability of AdWords campaigns
Introduction Startups, and why not bigger companies, too, often test marketing channels by allocating a small budget to each channel, and then analyzing the results (e.g. CPA, cost per action) per channel. This is done to determine a) business potential and b) channel potential. The former refers to how lucrative it is to acquire customers […]