Category Archives: Marketing


Who is The Average Customer?

I hate to be the one to break it to you, but the average customer shouldn’t be that important to you. I’m not writing this to repeat the marketing rhetoric you hear about how “millennials” want massive amounts of choice, personalization, customization, etc. I’m here to tell you that people misunderstand the facts about their business – even when the numbers are correct!

Recently, I was asked to look at marketing performance for a company in Chicago. The company told me, “on average, we make about $100 per transaction.” At first glance, they appeared to be spot on.

Daily averages showed a nice normal distribution with a mean of $100.\

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The Epic Failure of Brand Awareness

Increasing “Brand Awareness” is a Huge Waste of Money, Time, and Resources

The next time you’re sitting with the someone in a marketing department, ask that person, “why did you run the last digital display ad campaign?”

When I have asked that question, 4 out of 5 times I’ve received the response, “we’re trying to increase brand awareness.”

One small line from a great book comes to mind whenever I hear that:

“Kmart has plenty of awareness, so what?”
-Purple Cow by Seth Godin

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