October 29, 2017


I wrote three weeks worth of "Hillstrom's Optimizer" articles (hint - many more are coming ... and business is absolutely cookin' because of the articles).

I want to share a couple of facts with you.
  • This article (Why The Cataloger Just Can't Stop Mailing Catalogs) was highly clicked-on ... the tables & charts in the article received "highly above average engagement" to use the parlance of some.
  • This article (Moving The Cataloger Into The Future) was virtually ignored ... same tables & charts ... almost no "engagement" whatsoever ... 1/4th the "engagement" observed in the "Why The Cataloger Just Can't Stop Mailing Catalogs" article.
This tells us what many readers are looking for ... readers aren't looking to protect the future of their "brand" ... readers are looking to protect the future of paper.

We all know how that's going to turn out, don't we?

P.S.:  The articles in the P.S. section (like this one about CVS / Aetna ... #OhBoy) are clicked on much more often than the tables that can help you grow your business. Why do you think so many readers choose frosting over meat & potatoes? Also - earlier this year I told you that you were going to have to find partners ... CVS / Aetna is a great example. Think carefully about the parallels between their proposed merger and your business, ok?

P.P.S.:  Here's an important lesson ... my business is absolutely cookin' right now following three weeks of "Hillstrom's Optimizer" posts. This tells us that engagement within the articles is not correlated with business success. I will keep writing the "Hillstrom's Optimizer" posts because a minority of readers yield the desired outcome (for me) ... while a majority of readers participate in "engagement" ... engagement that does not pay the bills. Think about how this relates to your business, ok?

P.P.P.S.: Think what I've had to do with my business over the past 11 years.

  • 2007 - 2009 = Multichannel Forensics.
  • 2010 - 2012 = Contact Strategy Optimization.
  • 2013 - 2016 = Merchandise Forensics.
  • 2017 = Hillstrom's Optimizer.
I've had to re-invent everything I do every three years, on average. If I kept selling Multichannel Forensics projects from 2007 today, how do you think I'd fare? Doesn't a comparable story apply to your business? Which reminds me ... click here to see what a Hillstrom's Optimizer project is going to cost you ... and then give me a holler (206-853-8728 or kevinh@minethatdata.com).

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