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Pat Lapointe

Member since January 2008

Articles by Pat All articles by Pat

  • Advertiser's Mandate In The Age Of Ad Blocking: Blend In in MediaDailyNews on 09/09/2015

    Ad blocking will hardly kill advertising; it's what drives the Internet. Yet, the rise in ad blocking is a sign that advertisers need to re-engineer their dialogue with consumers to be a relevant part of consumers' "content cocoons."

  • Marketing Mix Model Masochist in Metrics Insider on 05/25/2011

    I'll be honest. I've gone back and forth over the years on the value of marketing mix models, all the time seeking to understand where, when, and how they add the most value to marketing managers looking for insight into more effective and efficient marketing. I think I've seen all the warts. So you'd think that I'd have given up by now and moved on to something more innovative that might address some of these issues like artificial intelligence; agent-based modeling; systems dynamics, etc. Nope. Call me a MMMM (Marketing Mix Model Masochist) if you will, but all this criticism has actually led me down the path of embracing them more than ever. <

  • The Rock In The Pond  in Metrics Insider on 04/26/2011

    Given the power and potential of social media as a marketing tool, there is considerable interest in understanding how it interacts with traditional media as part of a broader mix. There is a considerable amount of work going on in this area across a broad spectrum of social miners and digital pathway attribution seekers. But sometimes you can be too close to something to see it clearly. If you're looking for the social media interaction from within the realm of the digital world, you may see "patterns" in the data that seem to establish relationships, but are in reality collinear with other larger forces taking place both within and beyond the total marketing mix.

  • Where Are You On The Digital Ladder Of Insight? in Metrics Insider on 03/29/2011

    I've been working on updating the "Ladder of Insight" I published several years ago, to reflect some observations on levels of measurement sophistication with respect to digital/social attribution. From what I see in the marketplace, companies seem to be at one of four levels in their pursuit of better insights:

  • Drunk Thinking in Metrics Insider on 03/15/2011

    A policeman finds a drunk crawling around on the street one night, frantically searching for something at the base of a lamp post. He approaches cautiously and inquires as to the man's strange behavior."I lost my watch," says the drunk. "Here, under this streetlight?" asks the policeman."No, over by that building 50 yards that way," he points. "So why are you looking over here?" the policeman asks quizzically. Because this is where the light is. I can't see anything in the dark over there."

    Drunk logic -- the same sort of logic underlying the methods many are taking to understand the impact of their social and digital marketing efforts.

  • A Simple Formula For Success in Metrics Insider on 02/16/2011

    It's not all too difficult to find new insights in the search for improved marketing effectiveness and efficiency. There is still quite a bit of wasteful spending going on, and the dynamic marketplace tends to ensure the continuation of that opportunity. The hard part, though, is translating those insight opportunities into actions that companies (read: people) can actually implement. Tricky. And if that wasn't difficult enough, we're all often challenged to do it with toothpicks, a roll-on antiperspirant, and a pack of bubble gum. Who am I, MacGyver?

  • Measuring Corporate Reputation Without Putting Your Head On The Chopping Block in Metrics Insider on 02/01/2011

    Like brand equity, corporate reputation is an intangible asset that has some very tangible ramifications. So how do you measure the payback on the next investment you might make in seeking to enhance that reputation? Start by developing clear ideas of who you're trying to influence and what you're specifically trying to accomplish before you begin.

  • Why Does Marketing Have To Be So Damned Hard? in Metrics Insider on 01/18/2011

    Fact: Failure rates in marketing are astronomically high. Only a small fraction of new marketing initiatives succeed in achieving their intended objectives. If marketing were a baseball player, it would NEVER have made the major leagues. If marketing were a horse, you'd need 10:1 odds at least (and even then you'd be best served to box your bet across win, place, and show). If marketing were a bridge, you'd certainly not want to drive across it on a windy day. Why? Why is it so damn hard to make marketing work consistently and reliably?

  • Predictions For Social Media Metrics: 2011 in Metrics Insider on 01/04/2011

    Never hesitant to jump on the New Year prognostication bandwagon, I'm giving you a few predictions for some significant new elements and important evolutions in social media metrics in 2011:

  • Elves Present Dashboard, While Santa Suffers in Metrics Insider on 12/14/2010

    Santa slipped into a PowerPoint-induced coma today halfway through the annual Elfin Performance Dashboard presentation. "I guess we had a few too many metrics," said Lenny, Chief Analytical Elf.

Comments by Pat All comments by Pat

  • How To Be An Emotionally Intelligent Marketer by Bill Carmody (Marketing Daily on 04/24/2015)

    Great summary Bill. &nbsp;In addition to all of the above, it really helps to have a more specific understanding of the individual consumer values and motivations explaining the "why" behind the behaviors you see. &nbsp;That way, you can use your listening learnings in value-added ways without being creepy AND not have to rely on re-targeting so extensively to achieve relevance. No major marketer should target without individual-level insights on this level anymore. &nbsp;

  • 2014: The Year of Marketing Accountability by Anto Chittilappilly (Metrics Insider on 01/28/2014)

    Welcome to the party Anto. Hard to argue with the points being made. But the Year of Marketing Accountability has really been every year since about 2004. 10 years ago we turned the corner and started to get "accountability" and "roi" into the daily dialogue of marketers not on the heels of new technologies or simplifying software, but by working the people problems - aligning marketing and finance on common expectations and measurement constructs, and then methodically improving and extending the automation of the measurement functions. Too much of the dialogue on marketing ROI today is about just that portion of the iceberg floating about the waterline. The "critical mass" that keeps that iceberg upright has long been building thanks to the tireless work of hundreds of dedicated experts and a few highly committed organizations like ANA, ARF, MSI and others who collectively made great strides to change the hearts and minds of CMOs to embrace ROI as a crucial element of marketing success. The work is not nearly done. Victories are small, but increasingly frequent. This progress we've made is not permanent. It's always eroding and needs to be constantly re-built. So let's keep 2014 in context... another year of building on the progress made, and setting up bigger and better things in 2015 and beyond.

  • Effective Drivers: Media Mix Modeling vs. Attribution Management by Anto Chittilappilly (Metrics Insider on 09/27/2011)

    I think your logic may already be dented. While some modelers still frame their analytics narrowly as you suggest, many of us have moved far beyond and are modeling the full spectrum of variables which you describe above. So the limit of mix modeling isn't the method, it's the modeler. Just like the limit of judgmental attribution isn't the method, it's the quality of the judgments. Readers of this blog will recognize me as a big supporter of judgmental attribution methods WHEN real data isn't available. But when the data IS available, sampling and judgmental attribution/simulation don't tie back to actual business results nearly as well as econometric methods. And that's the greatest criteria for credibility in the eyes of CEOs and CFOs. You may be using an early generation GPS. Better have that checked.

  • Taking A Stand Against Standards by Mark Hughes (Metrics Insider on 09/06/2011)

    This is the &quot;every snowflake is unique&quot; argument that draws on the fundamental belief that innovation and creativity are constrained by metrics. Wrong. Innovation and creativity can be constrained by the WRONG metrics. But when creativity and innovation are applied TO selecting the right metrics, success blooms through more rapid iteration. This is what the ANA and Bain are trying to do. The main obstacle to this common framework emerging is not the complexity of the logical challenge. It's the politics. All measurement is political. Someone is always threatened by any new approach to measurement. Yet in time, new ideas supplant the fears and progress is achieved. And the fear mongers wind up getting left behind.

  • SOV Is DOA by Pat LaPointe (Metrics Insider on 11/16/2010)

    Good feedback. Thank you.On the point about the relationship between SOV and retail distribution, I acknowledge the connection. But let's realize that it is based on the retailer's assumption that the advertising for a given product will be at least average in effectiveness. Manufacturers who have above-average ad effectiveness can use ESOV as a selling point in support of either lower or higher ad spend when talking to retailers, as well as potentially then redirect some of the dividend to in-store promo or other retailer-friendly tactics to further ensure shelf space.On the point about conversations, yes there is a bit of disconnect between the &quot;push&quot; and &quot;engage&quot; approaches to marketing. In most categories however, success is found by integrating the two effectively. This seems to suggest that SOV/ESOV will still be relevant - perhaps more for how it stimulates engagement and conversation - but still relevant I think.

  • Tapping Into The Wisdom Of Clouds by Pat LaPointe (Metrics Insider on 11/02/2010)

    Good points. Rarely does any one solution provide an answer that stands up fully in hindsight. Knowing how many canes were consumed last year is of course very valuable as a reference point. And while Santa may have a POV about the future based on his expertise, he's also just another data point. Maybe we engage a few elves or, better yet, a representative sample of parents to help us look ahead. Triangulation across methods is the best way to leverage the learnings of history and put them in the proper context for the future.

  • Memo From CFO: Ad Metrics Not Good Enough by Pat LaPointe (Metrics Insider on 03/30/2010)

    Pretty creative stuff folks.Thanks for contributing. Putting aside for the moment any fervent beliefs in the power of a proprietary solution to answer all the questions, what would you do if you were CMO?? What approach would 1. diffuse the issue; 2. address it effectively; and 3. leave the company better off as a result? Keep those cards and letters coming :)

  • Powerball Vs. Moneyball Marketing by Stephen DiMarco (Metrics Insider on 02/27/2009)

    Steve - Nice post. Great bumper-sticker idea for marketing. You're right on target that Denny's could have used online vehicles to drive more tangible engagement with customers off the superbowl investment. Big swing-and-miss there. But I think Josh (not that I need to speak for Josh) is also right in pointing out the dangers of &quot;Using consumers' online behavior as a proxy for offline marketing impact...&quot; In some categories, QSR being one, that's just not a sound assumption ... yet. Inevitably, with the help of guys like you, it will one day soon be.

  • Better Ways To Do More With Less by Pat LaPointe (Metrics Insider on 02/24/2009)

    Feel free to re-post or resend. Thanks for the attribution.

  • Better Ways To Do More With Less by Pat LaPointe (Metrics Insider on 02/24/2009)

    Thanks for the feedback gentlemen. David, I love the idea of managing expectations with &quot;doing less with less&quot;. It's exactly how marketers need to think about mitigating risk through focus and prioritization. Eric, I agree with you in spirit, but marketers have to earn the right of freedom to &quot;do their thang&quot;. It's trust earned through open and transparent collaboration, and a willingness to say &quot;I don't know, but will find out...&quot;. - Pat.

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