marketing Archives – Page 2 of 3

Controlling ad quality in programmatic buying

Published by Joni on March 30, 2017

Highway to ad quality. Ad quality is an issue in programmatic buying where ad exchange takes place via computer systems. In traditional ad exchange, there’s a human supervising the quality of advertising, but in a programmatic system it’s possible to receive spammy, illegal, or otherwise undesirable advertising without publishers (ad sellers) being aware of it. Likewise, the quality of performance…

Here’s Facebook cheating you (and how to avoid it)

Published by Joni on March 30, 2017

Here’s how Facebook is cheating advertisers with reporting of video views: How is that cheating? Well, the advertiser implicitly assumes that ‘video views’ means people who have actually watched the video which is not the case here. Say, you have a 10-second video; this metric does not show people who have watched that video till the end, but only those…

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…

A major change in AdWords – How to react?

Published by Joni on March 29, 2017

Introduction Google has made a major change in AdWords. Ads are now shown only in the main column, no longer in the right column. Previously, there were generally speaking eight ads per SERP. For some queries, Google didn’t show ads at all, and additionally they’ve been constantly testing the limit, e.g. running up to 16 product listing ads per results page. But…

Carryover effects and their measurement in Google Analytics

Published by Joni on March 29, 2017

Introduction Carryover effects in marketing are a tricky beast. On one hand, you don’t want to prematurely judge a campaign because the effect of advertising may be delayed. On the other hand, you don’t want bad campaigns to be defended with this same argument. Solutions What’s the solution then? They need to be quantified, or didn’t exist. Some ways to…

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,…

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 –…

Assessing the scalability of AdWords campaigns

Published by Joni on March 29, 2017

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 given their lifetime value, and…

Startup syndromes: “The Iznogoud Syndrome”

Published by Joni on March 29, 2017

1. Definition The Iznogoud Syndrome can be defined as follows: A startup strives to disrupt existing market structures instead of adapting to them. In most industries, existing relationships are strong, cemented and will not change due to one startup. Therefore, a better strategy is to find ways of providing utility in the existing ecosystem. 2. Origins The name of this startup…

A simple formula for assessing the feasibility of AdWords cases

Published by Joni on March 29, 2017

Update [24th March, 2017]: In addition to the formula explained in the post, I would add the following general criteria for a good AdWords case: 1) Low-Medium competition (high CPCs force to look for alternative channels), 2) Good website/landing pages (i.e., load fast, easy to navigate, have text information relevant to the keywords. Introduction Google AdWords is a form of…

Tag: marketing