Strategy Driven

APRIL 9, 2012

I got an (unsolicited) email offering a webinar to teach me about how to measure, and the importance of measuring, the ROI of social media. HERE’S WHAT THEY SHOULD MEASURE: LRI otherwise known as Lost Revenue (and goodwill and customer loyalty) of Idiots. If Bezos measured the ROI at Amazon in the first five years, he would have quit.

ROI 66

ROI Media Customer Loyalty Webinar 66

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. The New Tools of Marketing. Consumers opt in.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

SEPTEMBER 4, 2015

Nearly half of the most successful shows, films, and video games from the last five years were rated for violence, and over a quarter were rated for sex. Sexual and violent cues have been associated with reproduction and survival, and so we’re hardwired to pay attention to them. This seems to play out in what we choose to watch.

Advertising 8

Advertising Brand Audience ROI 8