Skip to content

Tag: digital marketing

Why human services are needed for world peace

Published by Joni on March 30, 2017

The bot can be boss, as long as we have jobs. Why are human services the future of our economy? (And, therefore, an absolute requirement for world peace [1].) For three reasons: They do not pollute or waste material resources (or tend to do so with significantly less degree than material consumption) Exponential growth of population absolutely requires more human labor…

Continue readingWhy human services are needed for world peace

Facebook ad testing: is more ads better?

Published by Joni on March 30, 2017

Yellow ad, red ad… Does it matter in the end? Introduction I used to think differently about creating ad variations, but having tested both methods I’ve changed my mind. Read the explanation below. There are two alternative approaches to ad testing: “Qwaya” method* — you create some base elements (headlines, copy texts, pictures), out of which a tool will create…

Continue readingFacebook ad testing: is more ads better?
Facebook’s Incentive to Reward Precise Targeting

Facebook’s Incentive to Reward Precise Targeting

Published by Joni on March 30, 2017

Facebook has an incentive to lower the advertising cost for more precise targeting by advertisers. What, why? Because by definition, the more precise targeting is the more relevant it its for end users. Knowing the standard nature of ads (as in: negative indirect network effect vis-à-vis users), the more relevant they are, the less unsatisfied the users. What’s more, their…

Continue readingFacebook’s Incentive to Reward Precise Targeting
A Little Guide to AdWords Optimization

A Little Guide to AdWords Optimization

Published by Joni on March 30, 2017

Hello, my young padawan! This time I will write a fairly concise post about optimizing Google AdWords campaigns. As usual, my students gave the inspiration to this post. They’re currently participating in Google Online Marketing Challenge, and — from the mouths of children you hear the truth 🙂 — asked a very simple question: “What do we do when the campaigns…

Continue readingA Little Guide to AdWords Optimization

Using Napoleon’s 19th Century Principles for Email Writing

Published by Joni on March 29, 2017

“In this age, in past ages, in any age… Napoleon.” (The Duke of Wellington) This is a short post reflecting upon Napoleon’s writing on war and efficient management. I think many of his principles are universal and apply to communication — my special consideration here is writing of emails, which is a vital skill because 1) you want your message to…

Continue readingUsing Napoleon’s 19th Century Principles for Email Writing

Example of Google’s Moral Hazard: Pooling in Ad Auctions

Published by Joni on March 29, 2017

Google has an incentive to group advertisers in ad auction even when this conflicts with the goals of an individual advertiser. For example, you’d like to bid on ‘term x‘ and would not like be included in auctions ‘term x+n‘ due to e.g. lower relevance, your ad might still participate in the auction. This relates to two features: use of…

Continue readingExample of Google’s Moral Hazard: Pooling in Ad Auctions

Modern Market Research Methods: A Startup Perspective

Published by Joni on March 29, 2017

EDIT: Updated by adding competitive analysis, very important to benchmark competitors. EDIT2: Updated by adding experimentation (14th April, 2016) Introduction Somebody on Quora was asking about ‘tools’ for validating viability and demand for a startup’s products. I replied it’s not a question of tools, but plain old market research (which seems to be all too often ignored by startup founders).…

Continue readingModern Market Research Methods: A Startup Perspective

Dynamic Pricing and Incomplete People Information

Published by Joni on March 29, 2017

One of the main problems in analytics is the lack of people information (e.g., demographics, interests). It is controlled by superplatforms like Google and Facebook, but as soon as you have transition from the channel to the website, you lose this information. So, I was thinking this in context of dynamic pricing. There’s no problem for determining an average solution,…

Continue readingDynamic Pricing and Incomplete People Information

A Quick Note on Bidding Theory of Online Ad Auctions

Published by Joni on March 29, 2017

Introduction This is a simple post about some commonly known features of online ad auctions. Generalized second-price auction (GSP) is a mechanism in which the advertiser pays a marginally higher bid than the advertiser losing to him. It encourages the bidder to place a truthful bid, i.e. one where the price level is such that marginal returns equal marginal cost.…

Continue readingA Quick Note on Bidding Theory of Online Ad Auctions