Big Blue Moose

One of the things we need to remember as we start to imbue our marketing with more measurement right from the beginning is that if we start out with a poor hypothesis – even the best measurement and/or testing process is useless.   I just finished reading a wonderful book called Street Fighting Mathematics – and it really puts the idea of “good guessing” into perspective.  I think it’s a really important lesson for us as digital marketers.

The book called Street-Fighting Mathematics – The Art of Educated Guessing and Opportunistic Problem Solving by Sanjoy Mahajan.  If you like math problems – it’s definitely for you.  And, the author opens the book up with this: “too much mathematical rigor teaches rigor mortis: the fear of making an unjustified leap even when it lands on a correct result.”

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’I guest hosted a Webinar with Demandbase this morning – and the topic is Best Practices That Must Die.   It’s a topic that I’m familiar with, as I posted earlier this year how I thought Best Practices Produce Mediocre Results.  In fact, they tell me that my post inspired the Webinar Series.

Read More At The Adaptive Marketer –

I think there’s an interesting lesson from the success of the Old Spice campaign that went completely viral.  And that lesson is what it’s like to be on the losing end of that campaign.   How do we know when to be unpredictable?  How do we know when to  not worry about the odds and head into the unknown adventure.

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If you haven’t noticed, there’s been quite a bit of news about same-sex marriage over the last week.   Last Week, Target (and a few others) came under fire and call for a boycott after they donated $150,000 to the group MN Forward – which is running advertising for a Republican candidate who opposes same-sex marriage.

Check out what happened when I decided to toddle on over to Target’s Facebook Page – More on The Adaptive Marketer…