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Category : Popular

What’s Your Measure of Proof?

There was once a man who refused to give up smoking until it was proven beyond a shadow of a doubt that smoking caused disease.

He didn’t live long enough to see the proof.

Today, there are direct (digital, mobile, SAAS, subscription, e-commerce, club…) marketers who refuse to improve their marketing success with an insight-driven multi-channel strategy until the perfect attribution model has been developed.

Every day, another one is buried by a marketer with a more reasonable measure of proof.

Is overall marketing efficiency your ultimate measure? Is making one dollar of marketing spend return two or three or four times as many customers your objective?

If so, you are an optimizer.

If you prefer perfectly attributable though small gains in discrete channels, then you’re an incrementalist.

Optimizers eat incrementalists for lunch.

Sometimes, in very big places, incrementalists work in the middle of a pyramid with optimizers at the top. Even so, they can only swim so far up before they hit a ceiling. Too late, they find that the open market is not a very friendly place for an incrementalist.

Why do incrementalists do it to themselves? Is it because they are trading upside for certainty? Is being sure more valuable to them than being successful? Is being right worth more to them than results?

Or did they just swallow a less intelligent idea of what it is a marketer is supposed to do?

Well … enough musing about the incrementalists, much as I would like to convert as many of them as possible to a life of success beyond explanation.

We are for the optimizers.

 

DIGO Brands Offlining Day

We’re back. Hit us with your calls, your emails, your tweets. Text us. IM us. Go ahead and Poke us.

Friday was a DIGO Brands Offlining Day. From 10 a.m. to 4 p.m., we took ourselves offline and brought everyone in our organization together to focus their full attention on discovering, inventing and developing ideas for our clients. (more…)

DIGO Brands A Boom

We never owned one of these. While CEO Joseph Park was kind enough to offer us shares of Kozmo, now worthless, back then we said, “we’re still figuring out how to make our clients successful, and we don’t have time to figure out (more…)

DIGO launches Proove media

– Lee Goldstein, President of DIGO; Adam Lutz, Managing Director of Proove (sm); Mark DiMassimo, CEO and Chief Creative Officer of DIGO

Something to Proove: 3 minutes with Adam Lutz

Q: Let’s start with the name. Proove.
A. Proove is our twist on prove, which is a value we live by. It is a hard word for some people to commit to…I mean it is quite a word to live up to. That’s why I like it. It says everything we are: accountable, actionable and measurable. And we’re willing to prove it, not just say it. We live (more…)