Theory & Practice in Marketing by John Miglautsch

I’m John Miglautsch, President of the WDMA
40 years in Direct Marketing

Elon Musk tweeted “… humans are under rated.” Musk built a factory based on bigdata and AI and is reportedly now sleeping on the production floor to try to sort out the mess. Will you bet your company on the theory of artificial intelligence or instead work with proven marketing methods? John not only explains why AI is over rated, he also touches on 5 or 6 cases which illustrate the power of proven methods.

The FUTURE of MARKETING – 2018 by John Miglautsch

100% Guaranteed predictions – and several other opinionated guesses. Sure to entertain and amaze your friends. Give you more to talk about at the water cooler.

My friend at Forrester said, ” nicely put together, good insights, and easy to follow.”

“John. I just watched the video and made a lot of notes in between laughing out loud. You’re hitting the nail on the head. People get so wrapped up in gazing into the Big Data crystal ball that they forget the basics.” Tech Target magazine columnist.

Would love to hear your thoughts on it.

A/B Testing – You’re Doing It Wrong – Justin Baker

How to effectively A/B test in a way that drives long-lasting results

So, your company wants to increase revenue and adoption by making some marketing site tweaks. They want more conversions, more clicks, more shares, and more users. What do they tell you to do first? Well, A/B test! Compare two versions of a page, define a key goal (ex. clicks), and see if you get more clicks. But, does this actually work? Is it really the approach you should take? Let’s look at the data.

By nature, an A/B test is an experiment that assesses multiple (often 2) versions of a feature or page relative to a defined metric.

This article focuses on superficial A/B tests — the testing of cosmetic changes that distract teams from delivering meaningful customer value.

Continue reading “A/B Testing – You’re Doing It Wrong – Justin Baker”

Loss Prevention: The Hidden Benefit of Split Testing

Author: Matt Beischel

Website optimization testing is becoming an increasingly common practice. It provides quantitative data that proves how making a change to your website will affect order conversion and revenue. I run a lot of tests across all my clients’ sites; my current average is around 400 a year. Collecting data from the past 3 years of testing, only 30% of those experiments were “wins” and positively affected revenue. If you flip that, then 70% of all tests run don’t provide a lift. That seems like a lot of wasted effort.

Continue reading “Loss Prevention: The Hidden Benefit of Split Testing”

Catalog Game Resurrected

In the Golden Age of Catalogs (80’s & 90’s) Catalog Age Mag commissioned Tracey Emerick and John Miglautsch to build the Catalog Management Institute.  The most popular part of that curriculum lives again!

 

Direct Mail Out Performs Digital

According to the Direct Mail Association (DMA), response rates took quite the jump in 2016 with a 5.3% response rate to house lists and 2.9% to prospect lists.  These are the highest levels the DMA has seen since 2003.

…due to the saturation of digital marketing in the age we are living in, direct mail response rates have flourished compared to their online counterparts. Continue reading “Direct Mail Out Performs Digital”

Webinar 4/4 (Recorded)

Introduction to the WDMA – Starts with the greatest case study for Direct Marketing EVER.  Some discussion of what Direct Marketing means and why WDMA is your best source for Education, Conversation and Congregation.

Did Direct Marketing Swing the Election? by John Miglautsch

ClintonBestCase“President Barack Obama transformed modern day campaigning by elevating the importance and use of data. Since then campaigns have prioritized it. Hillary Clinton has been building her data operation since she launched her campaign, but Trump has largely dismissed its importance.” NBC News May 31 2016

“Analytics will win votes this year. Science, as it did in 2012, is playing an important role for mass voter persuasion in the U.S. presidential race. It’s a numbers game: Predictive analytics targets campaign activities, strengthening a campaign’s army of volunteers by driving its activities more optimally.” Scientific American Sep 15, 2016 Continue reading “Did Direct Marketing Swing the Election? by John Miglautsch”