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Marketing Campaigns Must Show Incremental Lift, Not Just Sales

Title: Marketing Campaigns Must Show Incremental Lift, Not Just Sales
URL: http://www.rimmkaufman.com/rkgblog/2009/01/29/marketing-campaigns-must-show-incremental-lift-not-just-sales/
Printed: March 15, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Two excellent posts about incrementality and matchbacks.

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Kevin Hillstrom: Catalogers Today Face A Big Inflection Point

Title: Kevin Hillstrom: Catalogers Today Face A Big Inflection Point
URL: http://www.rimmkaufman.com/rkgblog/2008/03/10/kevin-hillstrom/
Printed: March 15, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Here’s a transcript and a podcast of an enjoyable conversation with multichannel expert Kevin Hillstrom.

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Favorite NEMOA quote, Day #1

Title: Favorite NEMOA quote, Day #1
URL: http://www.rimmkaufman.com/rkgblog/2007/03/22/favorite-nemoa-quote-day-1/
Printed: March 15, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

My favorite quote from the first day of the NEMOA show was from Kevin Hillstrom, formerly of Nordstrom.

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  • George Michie: Thanks Matt, Sometimes humor serves a purpose.
  • George Michie: Ken, sadly, as Jim stated above, too few people look under the hood and raise Cain. We’re very fortunate to have great reps on...
  • Matt: This is great! I started out reading this with the same anger that I feel everyday I spend unnecessary amounts of time optimizing to get...
  • Ken Truman: Right on, George. This is yet another one of the vagaries of broad matching that continues to drive smart advertisers mad. Your post...
  • George Michie: Interesting idea, Mark. The question might be: would advertisers know someone’s Twitter handle? Most require an email, but I...
  • @markthijssen: What if you would ask a consumer about his experience with the product some days/weeks/months after the sale via twitter. This might...
  • George Michie: Thanks Kenny, Another particularly annoying variation on the theme involves flashing the brand ads around on general searches. The...
  • Kenny: I’ve seen this happen too - very annoying, especially when the broad match ad that is served is specific to a particular manufacturer...
  • George Michie: Jim, I think you’re right on that last piece. To me, Google doesn’t have to see this as either/or, by simply offering...
  • Jim Novo: I’ve also written about this “smart client” problem, the idea that a lot of what Google “suggests” or does...
  • Kathleen Raines: In my letter I did put the wrong month. I said April it should have been May.
  • Kathleen Raines: CEO Mike Ullman III, On January 26, 2010 I order a sofa, love seat and chair. I was told it would take 6-8 weeks since it was a...
  • Lance: George - Thanks so much for the interview and the kind words. Jake - We have seen the gains from our tests hold up. But I am sensitive to...
  • Andrew@BloggingGuide: I liked what he said: our approach is to never be satisfied, and always seek incremental improvement. This is absolutely true...
  • Jake Minturn: Great interview! One thing I am curious about, and I’d love to get Lance’s take on this, is if these boosts in conversion...

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