Occam's Razor by Avinash Kaushik

Marketing Analytics: Methodologies Trump Metrics!

If a conversation is occurring about Data and Analytics, chances are high that it is about Metrics. About how abhorrent Vanity Metrics are. About the marginal value of Activity Metrics. About how crucial a focus on Outcome Metrics is. About Metrics for Dashboard – NO! Only KPIs for Dashboards. About the difference between KPIs and Metrics. :) About the need for a balance between Acquisition Metrics, Behavior Metrics, and Outcome Metrics in our Scorecards to paint the full customer journey – and kill silos. And… that’s just me driving all those discussions!! You are surely having many, many, more that focus on Metrics. Metrics are important. My goal is to…

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Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.

The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight.

Simple, no? Yet, in my experience, it is rare that either part of that equation is understood or optimally executed. This disappointing reality limits the success for your Performance Marketing campaigns, and is death for your Brand Marketing campaigns. 1. Creative. 2. Media weight. There is, of course, extraordinary complexity underneath getting both of them right. Brand ethos. Storytelling. Aspirational audience focus or CMO-happiness focus. And, 17 more layers for the Creative. Plus… Channels. Frequency shaping. Spike and sustain budgets. And, 47 more layers to get to sufficiency re Media…

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