Measuring marketing value through incrementality experiments

Last week Google released CausalImpact, an open-source r package that both improves and simplifies incrementality analysis of time series data. For marketers who do not always have the luxury of A/B tests but still want to be data-driven, this package should be a core part of the toolkit. Based on original research, the model establishes what’s called a…
Read more

Not all impressions are created equal

Links are at the heart of the internet so it’s no surprise that digital marketers primarily focus on clicks. Clicks are comfortable—especially for direct response marketers who grew up in direct mail, telesales, etc.—despite new devices, new content formats, and new consumer behaviors. Earlier today, Chartbeat’s Tony Haile posted about the challenges of moving beyond click measurement:…
Read more

Marketplaces on the internet

Underlying some of the internet age’s most prominent success stories are marketplaces. These range from actual marketplaces like Uber—platforms that bring together previously disconnected supply and demand audiences—to business models that leverage markets to increase efficiency. From a business and venture perspective, marketplaces capture the imagination both rationally and emotionally. In this series of posts we…
Read more

Biz dev done right

Via Andrew Parker of Spark Capital, the key to business development is understanding your audience: You need to recognize that the person sitting across from you at the table represents their company but will not necessarily act in their company’s best interests… Be brash enough to ask how that person is bonused. Be creative enough…
Read more

Analytics and digital decision makers in marketing

HBR sums up the trajectory and redefinition of Analytics, the capital-A version: Analytics, once a back-of-the-house research function, is becoming entwined in daily strategy development and operations. Executives who were pioneering early digital marketing teams 10 years ago are advancing to the CMO office. Already wired for measurement, they are often amazed at the analytics…
Read more

Startup stages and growth through unit economics

Startups go through phases just like people—you have to crawl before you walk before you run. Fred Wilson divides the startup lifecycle into three stages: While building product your team is singularly focused on executing vision and ensuring your product meets customers’ needs. You hear this called product-market fit or customer development but the process is basically the…
Read more