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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
#toomuchmath @miketeasdale
(by the way, I don’t hate math) #toomuchmath @miketeasdale
#toomuchmath @miketeasdale
Even though I don’t trust the metrics, I intuitively feel that PR does more for our brand than any other channel.  #toomuchmath @miketeasdale
Andreas Weigend Ex- Chief Scientist at Amazon #toomuchmath @miketeasdale
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
Amazon’s PHAME methodology Identify the Problem Formulate a Hypothesis Propose an Action Identify key Metrics Run the Experiment #toomuchmath @miketeasdale
#toomuchmath @miketeasdale
“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
“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
#toomuchmath @miketeasdale
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
Measuring customer engagement Eric Peterson’s formula http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html #toomuchmath @miketeasdale
Arguments like this are nothing new! #toomuchmath @miketeasdale
#toomuchmath @miketeasdale
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
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
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
Dave Trott on advertising If you're creative it's better to be interesting and wrong than dull and right. #toomuchmath @miketeasdale
The battle lines Maths Reason Data Left brain English Instinct Imagination Right brain #toomuchmath @miketeasdale
Why is too much math a problem? #toomuchmath @miketeasdale
1) When we start with the data – not with a problem #toomuchmath @miketeasdale
2) When we only focus on the things that are easy to measure #toomuchmath @miketeasdale
3) When it stops us from taking giant leaps #toomuchmath @miketeasdale
#toomuchmath @miketeasdale
#toomuchmath @miketeasdale
#toomuchmath @miketeasdale
You can optimize a better version of the presentIt takes imagination to take a leap into the future #toomuchmath @miketeasdale
Continue the argument Twitter: @miketeasdale Blog: indolent.com Company: harvestdigital.com Slides: slideshare.net/asprilla #toomuchmath @miketeasdale
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 ,[object Object]
Tools Exist Today for Optimization
But, Left Brain Process Lacking!,[object Object]
What the Fuck is a Content Engineer?
One Part Creative DirectorOne Part Data Analyst ,[object Object]
	Measure
	Maximize… then do it again!,[object Object]
How Do You Know Which is Better?
My MATHCreativity Without Conversion = 0 ,[object Object]
Create a Thesis
Set up a Control
Test Against the Control,[object Object]
Micro Conversions
	Revenue Life Cycle Stages,[object Object]

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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
  • 4. (by the way, I don’t hate math) #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
  • 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
  • 16. Arguments like this are nothing new! #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
  • 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.
  • 35. Tools Exist Today for Optimization
  • 36.
  • 37. What the Fuck is a Content Engineer?
  • 38.
  • 40.
  • 41. How Do You Know Which is Better?
  • 42.
  • 44. Set up a Control
  • 45.
  • 47.
  • 49. CRM
  • 50.
  • 51. I am an Artist & Creative
  • 52.
  • 53.
  • 54. Is too much math killing marketing? #toomuchmath @randshulman @miketeasdale @joanna_burton

Editor's Notes

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