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Is Too Much Math Killing Marketing?
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
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
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
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
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
