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Is Too Much Math Killing Marketing?

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  • Clockwise = right brain, anti-clockwise = left brain
  • Simon Morris, Marketing Director of LoveFilm
  • David Ogilvy, David Trott
  • Build big data warehouses – then try to soak an answer out of all the data
  • Tripadvisor example
  • Inamo, Wardour Street
  • Social suicide – The weather saleCurrent range of clothes based on the Great Dictators
  • Pizza Hut in the Philipines
  • Transcript

    • 1. Is too much math killing marketing?
      #toomuchmath @miketeasdale
    • 2. 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
    • 3. #toomuchmath @miketeasdale
    • 4. (by the way, I don’t hate math)
      #toomuchmath @miketeasdale
    • 5. #toomuchmath @miketeasdale
    • 6. Even though I don’t trust the metrics, I intuitively feel that PR does more for our brand than any other channel.
      #toomuchmath @miketeasdale
    • 7. Andreas Weigend
      Ex- Chief Scientist at Amazon
      #toomuchmath @miketeasdale
    • 8. 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.
      #toomuchmath @miketeasdale
    • 9. Amazon’s PHAME methodology
      Identify the Problem
      Formulate a Hypothesis
      Propose an Action
      Identify key Metrics
      Run the Experiment
      #toomuchmath @miketeasdale
    • 10. #toomuchmath @miketeasdale
    • 11. “We let the math and the data govern how things look and feel.”
      Marissa Mayer, Vice President Search Products and User Experience, Google
      #toomuchmath @miketeasdale
    • 12. “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
      #toomuchmath @miketeasdale
    • 13. #toomuchmath @miketeasdale
    • 14. 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.
      #toomuchmath @miketeasdale
    • 15. Measuring customer engagement
      Eric Peterson’s formula
      http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
      #toomuchmath @miketeasdale
    • 16. Arguments like this are nothing new!
      #toomuchmath @miketeasdale
    • 17. #toomuchmath @miketeasdale
    • 18. 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
      #toomuchmath @miketeasdale
    • 19. 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
      #toomuchmath @miketeasdale
    • 20. Dave Trott on advertising
      Creativity started with Bernbach. Talking to people as if they were intelligent versus talking to them as if they weren't.
      #toomuchmath @miketeasdale
    • 21. Dave Trott on advertising
      If you're creative it's better to be interesting and wrong than dull and right.
      #toomuchmath @miketeasdale
    • 22. The battle lines
      Maths
      Reason
      Data
      Left brain
      English
      Instinct
      Imagination
      Right brain
      #toomuchmath @miketeasdale
    • 23. Why is too much math a problem?
      #toomuchmath @miketeasdale
    • 24. 1) When we start with the data – not with a problem
      #toomuchmath @miketeasdale
    • 25. 2) When we only focus on the things that are easy to measure
      #toomuchmath @miketeasdale
    • 26. 3) When it stops us from taking giant leaps
      #toomuchmath @miketeasdale
    • 27. #toomuchmath @miketeasdale
    • 28. #toomuchmath @miketeasdale
    • 29. #toomuchmath @miketeasdale
    • 30. You can optimize a better version of the presentIt takes imagination to take a leap into the future
      #toomuchmath @miketeasdale
    • 31. Continue the argument
      Twitter: @miketeasdale
      Blog: indolent.com
      Company: harvestdigital.com
      Slides: slideshare.net/asprilla
      #toomuchmath @miketeasdale
    • 32. Is Too Much Math Killing Marketing?
      Rand Schulman, Principal
    • 33. What is the Sound of Creativity When no One Can Hear It?
    • 34. Zero – Internet Changes the Equation
      • Why? Empirical Data vs. Guess Work or Extrapolated data
      • 35. Tools Exist Today for Optimization
      • 36. But, Left Brain Process Lacking!
    • We Are All Content Engineers
      Both LEFT and Right Brain Required
    • 37. What the Fuck is a Content Engineer?
    • 38. One Part Creative DirectorOne Part Data Analyst
      • Monitor
      • 39. Measure
      • 40. Maximize… then do it again!
    • What’s a Better Call to Action?
      BUY TODAY - Get Half Off
      OR
      BUY TODAY - Get ONE FOR FREE
    • 41. How Do You Know Which is Better?
    • 42. My MATHCreativity Without Conversion = 0
      • Use the Scientific Method
      • 43. Create a Thesis
      • 44. Set up a Control
      • 45. Test Against the Control
    • Many Types of Conversion Events
      • Macro Conversions (ROI)
      • 46. Micro Conversions
      • 47. Revenue Life Cycle Stages
    • Know Your Tools – Become a Content Engineer
      • Web Analytic & Site Optimization
      • 48. Marketing Optimization
      • 49. CRM
      • 50. Sales 2.0
    • But This is Hard Work!
      • I don’t Like Math
      • 51. I am an Artist & Creative
      • 52. Not an Option…(sorry)
    • But, It Can Be FUN too
      • GO TO –
      • 53. WWW.SalesPop.COM
    • Not Enough Left Brain for You …
      • WWW.SCHULMANTHOROGOOD.COM
    • 54. Is too much math killing marketing?
      #toomuchmath
      @randshulman
      @miketeasdale
      @joanna_burton

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