To manage a budget & reach sales objectives, the Head of Demand Generation must run pipeline math in three ways. Forward math >> How much revenue will Y media spend drive?Reverse math >> How much media spend is needed to drive X revenue?What-Ifs >>What is the impact of changing the performance of any (or all) of …
You will develop current knowledge of digital marketing tools, strategies and technical expertise. You will also gain in-depth knowledge in market data and segmentation, campaign planning, web analytics, email marketing and marketing automation. Refine your technical capabilities and learn to utilize SEO (Search Engine Optimization), SEM (Search Engine Marketing), CRM (Customer Relationship Management) communications and …
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Marshmallow Schools give you case material and expect clean solutions. eCommerce doesn’t work like that. It’s about judgment calls, based on reams of data, which you push live and monitor carefully. In round one, you might only get 3 out of 10 showing a positive return. The key is to very quickly pause the bad …
Employ strict nomenclature in campaign naming. Combine 5-7 data points into single fields so reports are more robust. Create dashboards with multiple dimensions. We use this reporting hack for paid search, email marketing and in-product messaging. EDM (eMail Marketing) example: Each campaign name combines 6 dimensions. Each dimension is separated with a pipe deliminator to …
If you try to be everything for everybody, you risk being nothing for nobody. Consistency in all leads to authenticity; It takes only a few missteps to unravel our efforts and lose traction with our audience. Quick aside… basic segmentation rules: Large base, a base with the capacity to pay, a base you can effectively …
Electricity takes the path of least resistance; Salespeople too!** Don’t give a 30 page brand guideline doc to your eComm paid search team. Sit, listen to their needs and deliver ready-to-use collateral. They’ll appreciate the effort you’ve saved them, your brand will be on point, and you’ll have millions, or billions of impressions with the …
We live in a culture of personality. Every fruit juice pack, every nerf gun, every medication or sanitary napkin commercial portrays extroverted personalities. Sports, entertainment, and now politics is driven by ostentation displays of personality. Blame Dale Carnegie, Henry Ford style consumerism, Carl Jung or Addler for stigmatizing introversion but a shift from a culture …
Lake Wobegon effect: A natural tendency to overestimate one’s capabilities and see oneself as better than others. Psychologists refer to this as self-enhancement bias. Most of us think we’re funnier, smarter, warmer, more honest, or more conscientious than we really are. Lawrence T. White Ph.D This manifests in eCommerce as “gut feels” or “knowing it …
“If you do not know where you come from, then you don’t know where you are, and if you don’t know where you are, then you don’t know where you’re going. And if you don’t know where you’re going, you’re probably going wrong.” Terry Pratchett Guiding a product to a new brand position must begin …
