Aggregate Statistics Can Steer You Wrong

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It’s been almost 20 years since I started in the media business. I’m thankful for opportunities that put me at the forefront of database marketing technologies back then. I’m also thankful that we quickly discovered database mining. Most of the tools at the time provided us with aggregate statistics across the entire database. But these aggregate statistics can really steer you wrong. With aggregate views of our customers, we would find out that our clients’ profile was of a certain gender, age, income and lived in a specific area. To … Continue reading

Infographic: 5 Online Shoppers Ruling the Holiday

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Online Shopper Personas

The folks at Maxymiser shared their latest infographic, 5 Online Shoppers Ruling the Holiday Interwebs. I really appreciate insight like this because too much of the data out there points to the average shopper… and then chops down the data by gender, age and income. The fact is that there are many different motivations for people to make a purchase. Maxymiser identifies 5 influential personas of shoppers. They are the bargain hunter, the first-time online shopper, the touchy feely shopper, the needs-inspiration shopper and the last-minute shopper.

21 Marketing Terms to Impress/Annoy Your Colleagues

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Marketing Snob

I was sitting at home catching up on some reading tonight. I’m a pretty simple guy so whenever I hit some new terminology, I often click over to Wikipedia to figure out what the heck I’m reading. I’m also getting up there in years… so after I read what it is, I roll my eyes and go back to reading. The reason I roll my eyes is that authors (especially marketing authors) always feel compelled to have to invent new words for us to learn and to replace the old, … Continue reading

Eye have a spelling chequer

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This week I just finished reading Righting the Mother Tongue: From Olde English to Email, the Tangled Story of English Spelling by David Wolman. You may not know what orthography and etymology are and that’s okay. I know I’m a butcher of grammar and spelling, but this book made me feel quite a bit better about my skills. There are millions of words in the English language, but the average high school graduate knows about 60,000. The fact is that most of us don’t have a clue what the majority … Continue reading