August 9 Question: Your CFO wants you to discontinue your paid search program because she believes that customers will simply leverage natural search instead, saving the company a ton of cash. Your CFO cites a report from Woodside Research suggesting that 70% of clicks will still happen if paid search is discontinued. How do you respond to her request?
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
A Post-Tropical Cyclone
A tropical system doesn't stay a tropical system forever. Take Milton for instance. A Category 5 hurricane at two different periods earl...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
Yes, Gliebers Dresses is a fictional series designed to get us to think about things ... if business fiction is not your cup of tea, why no...
Great, let's give it go. Start with a small sample first / range of search terms and see what happens to those after a period of time. If that's successful then continue to expand in increments. Nothing ventured nothing gained!
ReplyDelete