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09.22.09 Using Your Newsletter Data To Reduce Advertising Waste  By Anil Batraf
I hope you have heard the famous words of John Wanamaker "I know half of my advertising is wasted, I just don't know which half." Today the phrase should be something like "Half my Advertising is wasted because I do not advertise responsibly" or "Half of my advertising is wasted; I can stop that but I fail to use the data". Yes that is correct. We have an abundance of data today to help us save the wastage. There is no shortage of tools that will collect all sorts of data. Yet many marketers fail to act responsibly and use this data to stop advertising waste and also save customers from unwanted ads. Here are some examples that will show you what I mean • Newsletter - Nordstrom - In my blog post on email and relevance, I showed an example of an email from Nordstrom that had irrelevant offers. As result of this, not only did Nordstrom waste time, effort and money but also lost a subscriber. Advertising was wasted. • Newsletter - Drugstors.com - Same as Nordstrom. Not only did Drugstore lose a subscriber, but a high profile marketing guru "Seth Godin" wrote about this on his blog. Adverting was wasted and resulted in negative publicity. • Paid Search - I searched for ‘iPhone Charger" on Google and saw an ad from "Walmart" titled "iPhone".  I could take one of the following two actions
• Ignore this ad as it does not have relevant copy, which results in lower CTR on the ad and hence higher CPC that Walmart will end up paying in future. (Google punishes you if you don't have high performing ads).
• I click on it and Walmart pays for the click. I chose to click on the ad and landed on a page that showed me results for "ipod" instead of "iPhone chargers". Wow!!! What a mismatch. Net result: My time was wasted with irrelevant results, Walmart wasted its money by paying for click that did not generate any value. Advertising was wasted. Continue reading this article. About the Author: Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. |
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