We built better measurement, but forgot to move the budget 😉 Marketing teams love dashboards. We built reporting layers, attribution models, CRM integrations, weekly reviews, and increasingly sophisticated measurement stacks. That was necessary, but there is an uncomfortable question I keep coming back to: How often does better measurement actually help us change where the […]
Read morePerformance Marketing
Strategy
B2B attribution gets messy very quickly because the sales cycle is usually much longer than the tracking window, and the buyer is rarely one person. A user sees a LinkedIn ad today, someone else from the same company reads a blog post next week. There is a webina, sales reaches out, phyical events. Another stakeholder […]
Performance Marketing
A telco can sell five very different things at the same time: mobile plans, devices, fiber, TV and not to forget the bundles, and maybe prepaid in one region and premium postpaid in another. Then we open the marketing paid dashboard and ask for one KPI: usually it is CPA, great 😉 The problem is […]
Performance Marketing
Monday morning: a tariff changes, energy prices jump 15%.Two weeks later: demand moves because the weather changes.Then a competitor launches a new offer in one region. And the media budget? Still split exactly like it was in the planning meeting last month 😉 This is probably the biggest difference we see in energy compared with […]
Travel and mobility have one very obvious problem: customer demand is moving all the time; it is not just seasons it’s travel behavior trends and changes, geopolitics, global warming, etc. For example: a route suddenly becomes popular, another destination is almost full, a train/plane or ship has plenty of seats left. A competitor changes prices […]
Performance Marketing
ROAS is great, everybody understands it, it updates fast, and it gives you a nice number to put into a dashboard. Great 😉But it can also make budget allocation look much easier than it really is. Lets take an example: Imagine Campaign A has a ROAS of 800% and Campaign B has a ROAS of […]
AI & Marketing
Performance Marketing
A cheap lead is not always a good lead, and that sounds obvious. But a lot of paid media optimization still works as if it were not true. Example: An insurer sees a calculator entry, a bank sees an account application, the ad platform sees a conversion and starts optimizing for more of them. Great […]
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