It struck me recently as I was developing a letter to potential Japanese clients that the management practice of Kaizen or "continuous improvement" is an elegant descriptor for what we strive for in web marketing, or perhaps what good marketing is. Take John Wanamaker's famous quote: "Half the money I spend of advertising is wasted; the trouble is, I don't know which half". The goal for the smart marketer is to determine "which half" is wasted and find a way to drive ROI with it along with… Continue

It has been a while since I have blogged. What's on my mind right now is measurement and the power of analytics. The internet has made us all more aware that everything we do can be tracked, and it is changing our expectations of the media we consume and purchase. The big secret of the internet bubble burst was not that it proved the web to be a bad advertising investment--quite the opposite--while traditional media suffered huge losses, layoffs and re-structurings, big and small brands… Continue