Folks on Twitter asked me to write a brief about "Ad Curves", a methodology I use to estimate what happens to sales when, say, the e-mail contact frequency is doubled, or catalog pages are cut in half, or the paid search budget is increased by 50%.
If you're interested, and I know you are interested, please download the brief here.
Hint: If you combine Online Marketing Simulations with Ad Curves, you can identify the optimal, most profitable advertising investment strategy over the next five years, optimizing long-term performance instead of optimizing conversion rates. Executives really like the outcomes outlined by these tools/techniques!
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