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Organic reach and the choice of social media platform

Published by Joni on March 29, 2017

(This is work in progress.) Introduction It is a well-established fact that the organic reach in a dominant platform decreases over time, as the competition over users’ attention increases. There is thus an inverse relation: The more competition (by users and firms) in a user’s news feed, the less organic visibility for a firm. The problem How would a firm willing to…

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About moral hazard and banking crises

Published by Joni on March 29, 2017

Introduction The struggle against moral hazard in banking is constant and real. There’s no turn-key solution for eliminating it, but it must be kept in mind at all times by policy makers. Consider the following citation from Wikipedia: “The role of the lender of last resort, and the existence of deposit insurance, both create moral hazard, since they reduce banks’…

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Big data is not enough data

Published by Joni on March 29, 2017

There is a big data fallacy My argument here is simple – even though it’s a common argument that “everything is tracked”, marketers face a big data fallacy when assessing their ability to predict consumer behavior. The reason is explicated here [1]: “On any given occasion, everything from personal factors such as how well a person has slept the night before,…

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How to measure offline marketing with online metrics?

How to measure offline marketing with online metrics?

Published by Joni on March 29, 2017

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, we can do that –…

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A Few Interesting Digital Analytics Problems… (And Their Solutions)

Published by Joni on March 29, 2017

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 common problem for standard Google…

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Digital Marketing Laws (work in progress…)

Published by Joni on March 29, 2017

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 traffic in direct ROI People…

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Using the VRIN model to evaluate web platforms

Published by Joni on March 29, 2017

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 criteria for resources that provide…

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The difference between business logic and strategy

Published by Joni on March 29, 2017

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 main difference between strategy and…

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How to use Facebook Ads for market segmentation?

Published by Joni on March 29, 2017

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 who therefore can be targeted…

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A.I. – the next industrial revolution?

Published by Joni on March 29, 2017

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 Will Steal Our Jobs Although…

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