Category Archives: Targeting

Who gets the credit? Attribution Analysis…

A while ago, I wrote about the long list of reasons we click on something.  This is just the background to a much bigger debate – of why we eventually buy something.  That final conversion is fought over every day by a hundred different parties.  And yet the state of the market is still generally to pay for the last click…

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Keyword Targeting?

A short message to LinkedIn.  Keep the “beta” tag on there (my PA skills aren’t great):

This neatly illustrates one of the issues of just using simple keyword targeting, combined with slapping on a ballsy title like “Jobs You May Be Interested In”.  Quite aside from being smart enough to not show me that box at all (I’m running an early stage company, so probably they could use that page estate better)…

#fail – as I think the kids say.

Why Do You Click?

Everyone who deals with online marketing spends time thinking about “Attribution Analysis” – who actually gets the credit for a sale?  Was it PPC, was it a display ad, was is search?  Affiliates?  The position of Jupiter and Venus?

Actually, in addition to a bunch of online-marketing related drivers (and planetary positioning), there’s a huge list of factors about us as human beings that’s often missed.

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Amazon – 85% irrelevant?

Amazon probably knows more about me than any other online retailer – just due to sheer number of times I’ve shopped there.  Also, they have been in the “personalization” game longer than most, and have pumped serious money behind making their site and product suggestions better. 

So when I log into Amazon, I should be getting “Peak Relevance” (btw,  I just made that term up) - in other words, the state-of-the-art of content that appeals to me.  Hit up the break to see how well I think they’ve done…

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Browser Wars and Targeting

Browser-based targeting has reached new lows.  It seems Microsoft and Google are now locked in a death-battle to the extent that their best targeting indicator is “he is currently using my browser“.

Microsoft first caught my attention today, with what was a vaguely amusing “Google sucks at HTML 5.0, we however rock” banner, demonstrating that MS is better at animating fish, apparently.  It raised a smile, partly because, full disclosure, I’m reasonably supportive of the turnaround at MS.

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