Is Too Much Math Killing Marketing?

Is too much math killing marketing?
#toomuchmath @miketeasdale

My favorite math has a $ attached. All the crazy formulas marketers hide behind take too much time. I want to earn my clients revenue.-Chris Brogan, New Marketing Labs
The only math that matters is $20 CPM.-Guy Kawasaki, Alltop.com
Math in marketing is like salt on food. Add only enough to give the recipient the flavor they'll enjoy!-Andy Beal, Marketing Pilgrim
Math is not about numbers. True math is about logic. And you need to think logically if you're to make progress in the buyers' minds. That's observable as well as measurable.- Valeria Maltoni, Conversation Agent

(by the way, I don’t hate math)

Even though I don’t trust the metrics, I intuitively feel that PR does more for our brand than any other channel.

Andreas Weigend
Ex- Chief Scientist at Amazon

At Amazon, we never started with the data – we started by defining a problem, then we went to the data to look for a solution.

Amazon’s PHAME methodology
Identify the Problem
Formulate a Hypothesis
Propose an Action
Identify key Metrics
Run the Experiment

“We let the math and the data govern how things look and feel.”
Marissa Mayer, Vice President Search Products and User Experience, Google

“Data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions.”
Douglas Bowman, Creative Director, Twitter

Could this be the most lucrative formula of all time?
Ad Rank = Bid Price x Quality Score
Ad Rank = Bid Price x Click Through Rate
Perfect alignment of business goals and user needs.
Users get more relevant ads.
Business gets maximum revenue.

Measuring customer engagement
Eric Peterson’s formula
http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html

Arguments like this are nothing new!

The key to success (max sales per dollar) lies in perpetual testing of all the variables
What you say is more important than how you say it
The headline is the most important element in most advertisements
Long copy sells more than short copy
Ogilvy on advertising
From the Foreword of John Caples’ Principles of Advertising Success

Dave Trott on advertising
When I trained in New York you were either Ogilvy (last of the Mad Men) or Bernbach (first of the new wave) personally I was Bernbach.
http://www.i-boy.com/weblog/archive/2009_07_01_archive.html

Creativity started with Bernbach. Talking to people as if they were intelligent versus talking to them as if they weren't.

If you're creative it's better to be interesting and wrong than dull and right.

The battle lines
Maths
Reason
Data
Left brain
English
Instinct
Imagination
Right brain

Why is too much math a problem?

1) When we start with the data – not with a problem

2) When we only focus on the things that are easy to measure

3) When it stops us from taking giant leaps

You can optimize a better version of the presentIt takes imagination to take a leap into the future

Continue the argument
Twitter: @miketeasdale
Blog: indolent.com
Company: harvestdigital.com
Slides: slideshare.net/asprilla

Is Too Much Math Killing Marketing?
Rand Schulman, Principal

What is the Sound of Creativity When no One Can Hear It?

Zero – Internet Changes the Equation
Why? Empirical Data vs. Guess Work or Extrapolated data
Tools Exist Today for Optimization
But, Left Brain Process Lacking!

We Are All Content Engineers
Both LEFT and Right Brain Required

What the Fuck is a Content Engineer?

One Part Creative DirectorOne Part Data Analyst
Monitor
Measure
Maximize… then do it again!

What’s a Better Call to Action?
BUY TODAY - Get Half Off
OR
BUY TODAY - Get ONE FOR FREE

How Do You Know Which is Better?

My MATHCreativity Without Conversion = 0
Use the Scientific Method
Create a Thesis
Set up a Control
Test Against the Control

Many Types of Conversion Events
Macro Conversions (ROI)
Micro Conversions
Revenue Life Cycle Stages

Know Your Tools – Become a Content Engineer
Web Analytic & Site Optimization
Marketing Optimization
CRM
Sales 2.0

But This is Hard Work!
I don’t Like Math
I am an Artist & Creative
Not an Option…(sorry)

But, It Can Be FUN too
GO TO –
WWW.SalesPop.COM

Not Enough Left Brain for You …
WWW.SCHULMANTHOROGOOD.COM

Is too much math killing marketing?
#toomuchmath
@randshulman
@miketeasdale
@joanna_burton

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http://www.harvestdigital.com	93
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Is Too Much Math Killing Marketing?

by Mike Teasdale on Mar 16, 2010

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Is Too Much Math Killing Marketing? — Presentation Transcript