Marketing nerds unite! A chewy piece comparing ecomm promo language performance.
Thrown in the ring:
- $ off vs. % off
- Free vs. Fast delivery
- Promo code error codes
- “Black Friday” vs. “Cyber Week”
And maybe some more ideas you can steal.
Google is further signaling the decay of attribution modeling with the announcement:
First click, linear, time decay and position-based attribution models are going away
None of these were great. Data-driven replaced position-based and GA4’s shift to user (and event)-based measurement over session-based made first click redundant.
But I think this is an admission from Big G that (aside from last click) accurate attribution is hard to do in a post-cookie world, so it’s all about data modeling now.
Streaming’s big pain point: there’s too much stuff to watch
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Despite more available programming than ever, 1 in 5 viewers abandon streaming sessions out of frustration, according to Nielsen.
The Great Unbundling into the infinite shelf space of the internet still has a major problem: discovery.
Modern search has largely the same issue.
Maybe AI can fix it, but what does the knowledge graph underlying the model look like?
Pandora always underwhelmed me when, and this feels like the likely analog for TV and movies. But podcasts could be prime for AI discovery thanks to LLMs and transcription.
TikTok doesn’t want marketers obsessing about last-click attribution. In part because TikTok looks really bad when viewed as a direct performance channel. But also, attribution is less helpful these days.
It’s not about what a specific channel does. It’s about what it adds to your marketing mix.