It's been a while since we had a top ten on Wallpapering Fog. Number one on this list came up (again) today, so let's have Wallpapering Fog's top ten rules of marketing analysis.
- If you think you've discovered a radical, unexpected, new result that nobody's ever noticed before, your data is wrong.
- More complicated analysis can help you measure your marketing much more accurately. But if simple analysis can't find any impact at all from a marketing campaign, then there probably wasn't one.
- Nobody ever abandons a campaign that doesn't work, the first time that you prove it doesn't work. Three is the magic number.
- ROI means return on investment and it's measured in money. Not clicks, likes, web traffic or re-tweets.
- If you're not selling ice-cream, then the weather isn't responsible for your 50% year on year sales decline. Even Noah needed food and clothes.
- Never trust a piece of research that was funded by a media owner.
- Ten thousand respondents is plenty. A million is very rarely necessary - it just takes much longer to open the spreadsheet. You only need a spoonful of soup to know what the whole bowl tastes like.
- That means the BARB TV ratings panel is fine. Leave it alone, online people.
- When forecasting next year's sales, assume that your new adverts aren't any better than your old adverts. I'm sorry if that's depressing, but it's almost always true.
- The world is never changing so fast that you can't learn something from the past couple of years. People's basic motivations haven't changed since the dark ages.
1 comment:
The most common sense I have heard all year...thank you for the dose of sanity
Post a Comment