Tag Archives: applied 2 Marketing

Data can fuel creativity, but cannot really replace it. Arthur S. De Vany‘s great book about the movie industry makes this quite obvious. A quote from “Extreme Uncertainty Shapes the Film Industry“:

None of our results are more surprising than finding that hard-headed science puts the creative process at the very center of the motion picture universe. There is no formula. Outcomes cannot be predicted. There is no reason for management to get in the way of the creative process. Character, creativity and good story-telling trump everything else.

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Social and mobile measurement and insights are about to bring marketing measurements to a new high. The following examples are given by Alex Cocotas and Henry Blodget (@hblodget) in a Business Insider presentation:

  • Rent the Runway has 200% higher conversions from referrals from fashion magazines then from paid searches.
  • ShoeDazzle says Facebook connected users that are 50% more likely to make monthly repeat purchases
  • Friends referred by friends at One Kings Lane have 2x lifetime value of customers from other channels
  • When a Facebook user clicks on a Ticketmaster purchase shared by a friend, it is worth between 6 and 8 $ in new ticket sales

See the full presentation: rise of social commerce