Categories
Communication

Ranges and probabilities

Ranges help me, and my clients make better decisions. I’ll always say that I expect between X and Y as a result. My colleague always says he expects Z as a result. I’m usually accurate; my colleagues precise forecast is generally wrong. Precision is how close we can get numbers to match each other. We […]

Categories
Communication

Less information leads to better decisions

In digital marketing, there’s nothing that we can’t measure. You can adjust Google Analytics to show hundreds of data points. Facebook provides you with hundreds of metrics. We measure so much that it’s almost impossible to create a bad report. There’s always some metric that’s up. But our long term goal is to get to […]

Categories
Communication

How to give better feedback

It’s hard to give good feedback. Whether you shy away from arguments, or you’re very judgemental, it’s easy to fall into a trap where nothing changes. The better feedback framework I picked up in The Knowledge Project episode featuring Jeff Hunter helps. I immediately took notes and tried it out. I have to say: This […]

Categories
Books Reviews

Never split the difference summary

It’s always good to think about a few skills that broaden your horizons. One of these skills is negotiating. Chriss Voss didn’t have the option to have a BATNA as the chief FBI negotiator, or best alternative to a negotiated agreement. What’s the BATNA when someone’s taken 20 hostages? Only half get killed? That has […]

Categories
Measure Principles

The problem with data driven marketing

I’m Tired of having 60 metrics to measure in detail how many people aren’t converting, but might have. Data driven marketing: I think I’m falling out of love with you. It’s not you. It’s me. I’m tired of hiding behind Excel formula’s, and estimates. Tired of having 60 metrics to measure in detail how many […]

Categories
Principles Strategy

Price vs. Value in marketing

When is something expensive or cheap? It depends on the value that we perceive in the item or service we’re buying. An object can be both expensive in price, and extremely cheap in value. That shows the struggle between price and value. Think of price and value as a scale. In a fair trade, the […]

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Principles Strategy

My digital marketing principles

These principles are a work in progress. I’m trying to work out what I think about when it comes to digital marketing. That means that the reasoning behind them will not always be fluent and that this page will never be finished. Long term over the short term. Always. I have a serious problem with […]

Categories
Musings & Rants

Checklists kick procedures' butt

It’s somewhat of an understatement to say that I hate rules and procedures. The reason for my dislike is easy: Rules and procedures usually assume that everyone’s an idiot. In my experience the only people who thrive in heavy procedural environments are idiots. I’ve been reminded of that while working together with a couple of […]

Categories
Events

Lessons from MeasureCamp Amsterdam 2018

This years MeasureCamp Amsterdam was my eight one, and it was one of the best I attended. If you’re unfamiliar with a MeasureCamp: it’s a conference where people who work in digital analytics come together to share ideas. So in that spirit: Here are a few of the things I scribbled in my notebook. Website […]

Categories
Google AdWords Strategy

Landing pages should be part of your strategy too

We get so caught up in targeting that we forget that landing pages are just as important. I’d argue that they’re more important than the targeting and the creatives of the ad. Because their main objective is to make the sale of the promise you made in the ad. I look at search queries as […]