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The Competitive Advantage

tag: measurement

September 2, 2020

“I’m a sh*tty guesser!”

This morning, our monthly enewsletter went out to our database. And as I often do, I ran an A/B test on the ‘subject line’… always trying to find the right kinds and grouping of words that get the highest ‘open rate.’ As usual, as the email was being blasted out, I guessed which subject line would be the winner.

And as usual, I was wrong!

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June 16, 2020

The Best Marketing Strategy? “Try It and See!”

While there have been a few remakes over the years… many of us remember the very first Life Cereal commercial featuring ‘Mikey’ (https://www.youtube.com/watch?v=wgB25WBeBxA) which debuted in 1990. It features a couple of young brothers who didn’t know what to expect from a new breakfast cereal their parents gave them. So, they pass it on to their little brother, Mikey, who – to no one’s surprise – tries it and likes it!

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March 29, 2016

Not doing Client Satisfaction surveys for yourself? Whuuuuut?!

survey28 Tips for Building Better Services with Surveys

In the perfect personification of ‘the cobbler’s’ children having no shoes,’ I am amazed at how many market research firms – that conduct studies for clients across the U.S. and around the world – don’t conduct any for themselves.

And the oddest one of those is the huge percentage of firms that don’t conduct a client satisfaction survey after each project. Why is that?

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September 23, 2015

Don’t Be an Idiot When Making Marketing & Sales Decisions

idiot 1How do you make your marketing & sales decisions?

For example…

  • What topics do you choose to blog about?
  • How do you decide what your ads will say?
  • Why don’t you Tweet?

For most people and most firms… these kinds of decisions are often made by the senior executive at the firm… who relies (far too much, IMHO) on his or her own feelings… on what they think ought to happen… and on what their gut tells them to do. And even if it’s a reasonably well-informed gut – it’s still boils down to just a guess.

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June 25, 2014

Great business quotes #4 – on measurement.

measure1If you’ve read any of our previous content, then you know we believe that marketing is a process… and part of that process is the commitment to measure each step along the way.

It’s this philosophy that leads to the 4th great business saying in our series…

What gets measured gets done.

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October 8, 2013

Measure your marketing for a competitive advantage… a neat little trick (and it’s free)

Bit.ly_LogoMeasuring your marketing effort is critical to your success.  When you measure, you learn what works and what doesn’t… and from that, can create a process for continual improvement.

Sometimes, the measurement requires some good ol’ nose-to-the-grindstone effort.  And other times, some really smart people create easy-to-use tools that make the job a whole lot easier.  Here’s one of them.

We’ve all used a service like bitly to create shortened versions of very long URLs.  It can be a very useful tool.

But did you know that bitly also provides a very easy way to help you track your marketing tactics?  Here’s an example of how it works…

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June 27, 2012

Dramatically Improve your Marketing with A-B Testing… it’s Easy and Free!

There’s an old saying that I really like… “That which is easy to do is also easy not to do!”  Evidently, that sentiment applies to A-B testing in marketing, because almost no one does it.

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June 18, 2012

Do you KPI? 3 Steps for Enhancing your Marketing & Sales Measurement.

One of the great business truisms of all time… “You can’t manage what you don’t measure!”

If you haven’t defined the most important marketing & sales KPIs (Key Performance Indicators) for your firm and monitored them consistently, here are 3 simple steps for getting started.

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