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Is Too Much Math Killing Marketing?

4 Ratings: 3.5
2010 SXSWi Panel with Rand Schulman, Ian Jindal, Joanna Burton, Mike Teasdale

Event Description:Breakthrough marketing used to come from creative genius, from big ideas, from empathy with customers.But now all the attention goes to rigorous testing and algorithmic approaches to customer insight.So is the science driving out creativity … see full wiki

1 review about Is Too Much Math Killing Marketing?

Who ins? Left or Right Brain!

  • Mar 16, 2010

I knew I would love this session when I heard the Mike Teasdale say "It is better to be interesting and wrong rather than dull and right."

He and and Rand Schulman were great and played of each other very well. 

Some of the high level takeaways from Mike Teasdale were:

1) When we start with the data - not the problem
2) We only focus on the things that are easy to measure - does user ratings play a difference YES - you can not build a mathematical model to run the world
3) when it stops us from taking giant leaps
Look up Pizza Hut in the Philippines for a great example of how to go viral offline!

Some of the high level takeaways from Rand Schulman - Schulman Thorogood

What is the sound of creative when no one can hear it?
We are all content engineers - Both left and right brain required
What the fuck is a content engineer
one part creative director and one part data analyst
  • monitor
  • measure
  • maximize - then do it again
  • you have to collect enough data to make it really real
  • what's a better call to action - buy today - get half off or buy today - get one for free
  • how do you know which is better
My Math - creativity without conversion = 0
use the scientific method
  • create a thesis
  • set up a control
  • test against the control
Many types of conversion events - macro conversion (ROI) - Micro Conversions - Revenue Life Cycle Stages
Freemium - converts at roughly 2-4 percent
Know your Tools - become a content engineer
  • web analytic and site optimization
  • Marketing Optimization
  • CRM
  • Sales 2.0
go to - content site all kinds of interesting things this site will convert to our objective
You can't bore into buying

Overall this was a great session and I would recommend to everyone.

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March 17, 2010
Content engineer? Is that like a community manager/moderator? This panel poses and inspires some interesting questions. Thanks for sharing, Derek!
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4 Ratings: +3.5
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Date(s): Tuesday March 16

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