It seems like everyone is doing “strategy” when you browse LinkedIn these days. I like to zag when everyone zigs, and so I’m steering away from being a regular digital marketing consultant. I want to help you communicate your analysis and results more clearly and convincingly. Let me tell you two (and a half) stories […]
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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 […]
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 […]
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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 […]
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 […]
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 […]
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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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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 […]
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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 […]
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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 […]