Category Archives: analytics

What Liberty Mutual learned through A/B testing

A/B testing is a traditional technique in direct marketing, and it’s common in digital marketing, too. People test alternate versions of landing pages, images, email subject lines, colors, offers, creative, and on and on. (In some cases when they have large volumes they may do multi-variate testing, too.) But don’t necessarily assume that just because […]

Lies, damned lies, and sales and marketing statistics

“There are three kinds of lies: lies, damned lies, and statistics.” – Disraeli, as quoted by Mark Twain These are all statistics about sales and marketing that I’ve run across recently. I think that they’re pretty much useless… Inbound marketing practices produce 54% more leads than traditional outbound practices. It takes an average of five […]

When it comes to digital marketing, forget industry benchmarks and focus on ROI

Often when I’m talking to a potential new client they’ll ask about industry benchmarks (“Our CTR is two percent, how does that compare to others?” or “Our CPA is $50, how does that stack up to X competitor?”). And the reality is that, unless you are Google, it may be impossible to know how your […]

Random! How’d my Facebook post get over 200,000 Likes?

“Talking About” is one of Facebook’s most important brand page metrics; they consider it so important that they place it at the top of each page, right next to its name and the number of page Likes. Recently a small “vanity” page I created had more people talking about it than the Best Buy, Southwest […]