Ka-ra-te

This entry was posted on March 10, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

“I am not sure these guys are real businesspeople. They need to stop behaving like children.”

- Review of 37signal’s new book Rework.

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mikearauz:

Saul Bass: On Making Money vs Quality Work (via archieboston)

This entry was posted on March 9, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

“Returning to our fundamental riddle: if this is the information age, what do our children know that our parents didn’t? The answer is “now.” They know about now.”

- David Gelernter: Time To Start Taking The Internet Seriously

This entry was posted on March 8, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

“I don’t want it to buy more things; money at its best is a conduit for experiences, travel, access, true independence. I don’t think I’m alone in feeling this way. And so when I see reports from our industry saying that marketers still spend billions each year on banner ads and campaigns and are frantically looking for a way to promote consumerism in this economy, I really wonder why programs designed to reach us don’t start with a good hard look at what’s possible with the budget- how it could be used to invest in helping us out or the causes we care about, giving us access to experiences we crave, projects we’re trying to get off the ground.”

- Amanda Mooney

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“Media owners don’t want to be seen as old farts and feel they need to be Twittering under the table. If you want journalism across six different platforms then something’s got to give and there’s a lot of mediocrity across six platforms.”

-

Mr Brülé

Also he might have the best response to criticism ever “But your CEO loves us”

This entry was posted on March 1, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

This spring we will try to do a fair share of posts around web analytics. Why? Someone has to, since it’s so painfully overlooked in so many digital initiatives.

Let’s start with this PSFK article on the recent Newbalance365.com campaign. In the article they talk a bit about metrics:

New Balance will judge the campaign’s effectiveness by measuring unique visitors per month, video views, and time spent on NewBalance365.com. They will look for consumers to talk about the campaign and spread it virally, by seeding video clips on YouTube, Facebook and DailyMotion.

First of all, kudos to New Balance for actually speaking publicly about metrics at all. However. The site is made by Mother (advertising agency). It’s commissioned by the “Integrated Marketing Manager” (marketing department). Which is pretty evident in the metrics.

Metrics such as page views, unique visitors and time spent are all advertising metrics. Looking for reach and impact. Not market expansion or business development. Some call them Vanity metrics, you could also just call them useless metrics.

If we take a look at another recent marketing effort. This time by FedEx.

At 10.2 million customers, FedEx’s small-business segment grew 13 percent year over year, more than its usual 9 percent growth rate. The company cannot tie the increase to “1-2-3 Succeed!” but it will add more definitive metrics to track conversion rates from the videos to website business(...)Since the spots began running, searches for “FedEx” are up 6 percent year over year while searches for “FedEx small business” are have risen 10 percent.

Ignoring the silly name and the quality of it at all they have at least gone beyond useless metrics. Instead they look at business driven data points. Such as growth of target segment (Small business) and behavior change (number of searches).

Why is this a better way?

• The effort has a clearly stated objective – grow the small business segment
• That objective is not measured by number of art directors and copywriters that watch the video but in customer growth.
• Instead of Reach measure how it changed behavior.

So start your next digital initiative by stating a clear objective that ties to your business goals and measure the impact in sales and growth.

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imgfave:

Tumblr

This entry was posted on February 28, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

acrylamid:

War between BANKSY & ROBBO.

This entry was posted on February 27, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.

Lesson from Ira Glass: “Not enough is said about the importance of abandoning crap”

(Thanks Kristin)

This entry was posted on February 26, 2010 under Tumblelog. Leave a comment and follow any comments with the feed for this post.