How to integrate online and offline channels into one attribution system
Feb 17, 2020
A 3 step framework for measuring attribution from digital and traditional campaigns
As more and more startups find themselves squeezed by Facebook’s increasing CPMs and unpredictable performance, they’re looking for new channels that can drive their growth. Digital opportunities outside of Facebook exist, but have their own issues, so many marketers are starting to transition spend back to traditional channels like television, radio, and out of home. (Here’s Bloomberg talking about the huge boom in startups advertising via subway ads, for example.
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Favorite Reads
Jan 01, 2020
A list of some of my favorite reads:
On the bookshelf How to be a good manager/startup executive Crucial Conversations + Radical Candor
These two books profoundly changed how I communicate with people, especially when the stakes are high.
High Output Management
The bible on how to effectively manage a team, from the former CEO of Intel.
Startup War Stories The Hard Things about Hard Things
Startups can suck, and this book doesn’t shy away from sharing stories about when it all went wrong (and advice on how to handle things when they do).
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Are the clicks you're getting on Yahoo coming from Facebook?
Oct 29, 2019
There’s a fascinating bit of traffic arbitrage going on right now by whomever it is that owns Yahoo! search nowadays.
UPDATE: turns out this is part of a larger digital display strategy, which has been covered here
I first noticed it when I was served a Facebook ad for what seemed like an oddly specific low-funnel search term . The ad had custom creative for that specific term and clicked through to the usual SERP (search engine results page) for that term on Yahoo search.
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