Why Culture Rules
I am often surprised by how much attention and lip service business leaders dedicate to corporate strategy – often at the risk of ignoring the critical role that culture plays in achieving strategic...
View ArticleModeling Does Not Have To Be Scary Or Complex
I recently attended the 2011 TARGUSinfo Scoring Summit as a speaker on scoring calls in a call center environment. I had been briefed that my purpose was to help educate marketers on our experience...
View ArticleThinking Like A Direct Response TV Client
The power of thinking like a client never becomes more apparent than when you actually become your own customer. We recently established a venture to explore marketing direct-to-consumer products;...
View ArticleDirect Response TV – More Than Just Making The Phones Ring
Over the past two months at Marketing Architects, we have seen some tremendous leaps forward in customer response and conversion in the form of web attribution from Direct Response TV campaigns. In...
View ArticleThe Entrepreneur’s Dream of Direct Response TV Riches Died, and Nobody Even...
Our industry no longer serves the start-up. The entrepreneur. The dreamer. The big thinker. And it’s our own fault. Why? Partly because some crazy new ideas are crowding out the tried and true. And...
View ArticleDirect Response Radio Doesn’t Convert – Myth BUSTED!
Over 10 years ago, while Marketing Architects was still charting its course in remnant radio, we suddenly realized that we needed to solve for more than just an efficient media platform. In an...
View ArticleThe Real Role of Social Media in Direct Response
Interactive advertising is unquestionably a huge marketing channel for direct response businesses – In the online channel one has the ability to buy impressions, which generate click throughs, that...
View ArticleWhat Happens When Paths Cross?
We changed the offer on an existing direct response TV campaign and our IVR conversion doubled and web conversion tripled!! The bottom line, of course, went up 5-fold. We didn’t expect such a big...
View ArticleStatistics Golden Rule
I frequently see people report results in terms of whole numbers. We had 1,000 phone calls. We had 50 orders. What I often see missed is putting these numbers in the context of a statistical...
View ArticleOn Demand in Demand for DRTV?
Comcast recently announced a technology advancement allowing for more dynamic ad placement in their on demand offerings. This change, involving programming from the NBC Universal family of networks,...
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