A lot of people deride the idea of New Year’s resolutions because so many people make them and don’t keep them. Even if that’s true, it seems to me there is some virtue in trying. But in any event, I looked up some (allegedly) science-based ways to keep your resolutions. Make them … Specific and…
#1. Before I collect any data on my customers, I will write a customer-facing explanation of why it’s good for them for me to have that info. Consumer privacy concerns include the sentiment that they and their data are not a product for you to sell. There are also issues of trust and consent. I.e.,…
Publishers erred when they relied on ad revenue and put their content on the internet for free. That revenue model isn’t stable, and (worse) it created an assumption that digital content should be free. Now that ads aren’t providing enough revenue, publishers have to push back against consumer expectations of being entitled to free content….
How deeply should you micro-manage people? Do you treat them like competent professionals, or do you get into their business and check their work? I’m not sure there’s a one-size-fits-all answer. What do you think? If you want to understand contemporary issues, read old books. You have to get your mind outside the trap of…
Think of CDP capabilities this way: there are back-end functions and front-end functions. By back-end I mean the data collection, cleaning, and processing efforts to create the mythical “golden record.” By front-end I mean the activations: managing paywalls, displaying special offers to discrete audiences, personalization, and so on. You may only need the front-end. To…
You’ve created a great webinar on a topic that your market loves, and now you’re wondering, “what else can I do with this?” You’d like to create an article for your website or e-newsletter, but that uses up editorial time. You could hire a freelancer, but that will take time, and it might not be…
In the last issue, I mentioned why we should be skeptical of 3rd-party advertising claims. Along those lines, is attention measurement a real thing, or is it another way for the ad sales industry to snow people with BS metrics? Some “attention measurement” technologies require special apps and permission to track eye movements. Are people…
It’s such an old issue you might expect we’d be pros at this by now, but I continue to see serious, professional publishers making decisions about print and digital based on shallow metrics, like “we’ll save all the money we spend on printing and mailing.” Please. There are so many other things to consider. Are…