Cambridge Analytica = Red Herring 

Cambridge Analytica = Red Herring

CA is all over the press , as of this writing

Facebook’s stock is down $35,000,000,000 ($35 Billion) …

data theft is the Red Herring.

Nano Marketing is the true story.

Psychometrics coupled with Big Data/Computing

is the new marketing world (order).

What’s funny/scary is that you don’t need to “steal” the data.

It’s all out in the open.

IBM , Salesforce , Hubspot and others are well and deep into this game….more to follow

#behavioralmarketing #datamining #datascience #neuromartketing

“Parscale claims he typically ran 50,000 to 60,000 variations of Facebook ads each day during the Trump campaign, all targeting different segments of the electorate. Understanding the meaning of a single one of those ads would require knowing what the ad actually said, who the campaign targeted to see that ad, and how that audience responded. Multiply that by 100 and you have a headache; by 50,000 and you’ll start to doubt your grasp on reality. Then remember that this is 50,000 a day over the course of a campaign that lasted more than a year.

“The reason I said it might work too well,” Krohn said in a recent interview with the Guardian, “is that mass marketing went away and micro-targeting – nano-targeting – came to fruition.”

What You Know

Database Marketing Foundation.

Up/Cross sales better ROI than chasing and converting Suspects.

The only way to go deep with Present customers to find Up/Cross Ops is to ask what do you know? What do you need to know?

Marketing for the Lazy Man

There’s an old Scottish truism:

If you need to figure out a job or process hire the lazy man. The lazy man will find the most efficient way to complete the task.

The lazy marketer understands this by focusing on activities from the least amount of energy required to the most amount required in order to gauge the best Return on Investment (ROI).

Read on about 5 activities that require the least amount of energy to market to present clients to activities that require the most amount of energy… or how to be a lazy marketer and get away with it…

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The Shell Cross Sell

Shell service station. Pre-dates dad's real vision of service

Old school Shell service station with the slogan, “Service is Our Business”

The bias ply tires of the Ford LTD Country Squire skidded to a halt and our collective heads shot forward.  Wow!  When I think about it now seatbelts were those things you shoved underneath the seat to prevent one’s butt from being chafed on the white metal buckles.  Circa 1973 and the smell of Erinmore Mixture tobacco is in the air courtesy of my dad, Mr. Donald Keyes, and his Peterson pipe. Between a bellow of smoke, he announces…

Boys, I gotta show you something!

Driving around with my dad was always a weekend treat between my siblings and me.  (And a well-deserved break for my mom)  Dad would take us to mysterious places like junk stores, art galleries, places other kids wouldn’t visit until much later in life.  But now there was a mystery hiding in plain sight about to be exposed.

See there… see that Shell station.  It’s not just about gas anymore, boys!

And so begins one of my earliest lessons in marketing: the cross sell.

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My Dad’s Lettershop

Mr. Donald Keyes

My dad, Mr. Donald Keyes

In 1954, Peter Drucker wrote in his seminal work, The Practice of Management,

There is only one valid definition of a business purpose: to create a customer.[1]

This statement served to elevate the role of the modern professional marketer – including my own father who has lived by this statement most of his professional career.

I was looking for some files on my hard drive and stumbled upon a document concerning my father, a direct response marketing practitioner since 1972.  In it was an idea to commemorate my father’s work in the field of direct response marketing.  It was also an idea to pay homage to a man who got into the business when there weren’t many formal marketing degrees in academia let alone documented work in the field of direct marketing (which was called direct mail back in his day).

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