{"id":7066994,"date":"2026-09-25T21:36:52","date_gmt":"2026-09-25T21:36:52","guid":{"rendered":"https:\/\/som2nypost.com\/analytics\/an-interesting-evaluation-of-marketing-effectiveness\/"},"modified":"2026-09-25T21:36:52","modified_gmt":"2026-09-25T21:36:52","slug":"an-interesting-evaluation-of-marketing-effectiveness","status":"publish","type":"post","link":"https:\/\/som2nypost.com\/?p=7066994","title":{"rendered":"An Interesting Evaluation Of Marketing Effectiveness"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-3956363672673741629\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">A link was offered to download a &#8220;white paper&#8221; demonstrating that print has fabulous ROI.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">The &#8220;good&#8221; from the PostPilot report?<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">S-Tier Analysis:\u00a0 Conducted via mail\/holdout groups. Yeah, they went there. Kudos!<\/span><\/li>\n<li><span style=\"font-family: arial;\">They Didn&#8217;t Lie:\u00a0 Their results &#8220;make sense&#8221;. They aligned with reality.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">The &#8220;not so good&#8221; that made me #sigh?<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">Results derived from highly responsive customers.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">You can cover a whole bunch of sins by executing marketing against the most responsive customers. Just ask the loyalty industry for verification. Here is an example of the kind of direction they&#8217;re leading you in.<\/span><\/p>\n<div><span style=\"font-family: arial;\"><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjrS4lrlU6NKpOmcAazTj0-xng2LP7gHBqWNQ54GoCpvUI6RRtSRHc-ZMFMveJ-BaToiyhY0KIE-T-zFc2_2rtXcBZMqBk-EHv5Rj4Z3-ubc5O5Z5eaMubYIFT0PAzign7ooxYYolaZOdpvpuo9XQSYTkD8FH4GajO_FB6Y2Xq10Ppy4IFIyK-6zw\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"191\" data-original-width=\"268\" height=\"285\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjrS4lrlU6NKpOmcAazTj0-xng2LP7gHBqWNQ54GoCpvUI6RRtSRHc-ZMFMveJ-BaToiyhY0KIE-T-zFc2_2rtXcBZMqBk-EHv5Rj4Z3-ubc5O5Z5eaMubYIFT0PAzign7ooxYYolaZOdpvpuo9XQSYTkD8FH4GajO_FB6Y2Xq10Ppy4IFIyK-6zw=w400-h285\" width=\"400\"\/><\/a><\/div>\n<p><\/span><\/div>\n<p><span style=\"font-family: arial;\">There is nothing nefarious happening here &#8211; the analysis is measured properly, the organic percentage is common\/reasonable, and iROAS (incremental demand \/ ad spend) is incremental.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Is there a flaw in the analysis?<\/span><\/p>\n<p><span style=\"font-family: arial;\">No.<\/span><\/p>\n<p><span style=\"font-family: arial;\"><br \/>Is the analysis misleading?<\/span><\/p>\n<p><span style=\"font-family: arial;\">Yes.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Why?<\/span><\/p>\n<p><span style=\"font-family: arial;\">The analysis was executed against highly responsive customers &#8230; ones about to buy or ones who just purchased. In either case, the customer is not representative of the customer base. EVERY marketing effort &#8220;is likely&#8221; to work when measured against highly responsive customers. Including print. Especially print!<\/span><\/p>\n<p><span style=\"font-family: arial;\">The logic falls apart when you take the same conditions and apply them to, say, a customer who has not purchased in 18 months.<\/span><\/p>\n<div><span style=\"font-family: arial;\"><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEiDtSaydHL9sQ75WBv4rBDG4RYyc53qB_PsHqBc-KEjeG71emRPHXC2SSLXIWIQFZdaejkEkvp_eUGqwXTfaZkVHN6ZFa8dV3GLymEUWPh1RllvVFG150eUVEKwLdeHCSF7HBcRNQzZHQXbt6qbNHv4uUauqdcOBCpjYqsLnRpe8Jwd4Lq94lQ4nw\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"190\" data-original-width=\"266\" height=\"286\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEiDtSaydHL9sQ75WBv4rBDG4RYyc53qB_PsHqBc-KEjeG71emRPHXC2SSLXIWIQFZdaejkEkvp_eUGqwXTfaZkVHN6ZFa8dV3GLymEUWPh1RllvVFG150eUVEKwLdeHCSF7HBcRNQzZHQXbt6qbNHv4uUauqdcOBCpjYqsLnRpe8Jwd4Lq94lQ4nw=w400-h286\" width=\"400\"\/><\/a><\/div>\n<p><\/span><\/div>\n<p><span style=\"font-family: arial;\">Everything is the same here &#8211; same incremental lift, same ad cost, same organic percentage. However, the customer is simply not responsive. As a consequence, the marketing channel is not effective, with a horrifying iROAS and a loss.<\/span><\/p>\n<p><span style=\"font-family: arial;\">That&#8217;s how you make something appear to be effective &#8211; execute it against responsive customers.<\/span><\/p>\n<p><span style=\"font-family: arial;\">But when you try to extend the audience? Not so good.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Email and Social are the ways you speak with non-responsive audiences. Ad costs are so minimal that the numbers work.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>A link was offered to download a &#8220;white paper&#8221; demonstrating that print has fabulous ROI. The &#8220;good&#8221; from the PostPilot report? S-Tier Analysis:\u00a0 Conducted via mail\/holdout groups. Yeah, they went there. Kudos! They Didn&#8217;t Lie:\u00a0 Their results &#8220;make sense&#8221;. They aligned with reality. The &#8220;not so good&#8221; that made me #sigh? Results derived from highly [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7066995,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[23797,36778,21593,8402],"dealstore":[],"offerexpiration":[],"class_list":["post-7066994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-effectiveness","tag-evaluation","tag-interesting","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>An Interesting Evaluation Of Marketing Effectiveness - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/som2nypost.com\/?p=7066994\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An Interesting Evaluation Of Marketing Effectiveness - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"A link was offered to download a &#8220;white paper&#8221; demonstrating that print has fabulous ROI. 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