Hovertext: Anyone who doesn't like this comic for any reason is officially part of the COMIC POLICE.
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If you don’t know the song, the last panel must make it look as if I’ve lost my mind.
Panel three references an old saying, “The ox is slow, but the earth is patient.” I believed it to be an ancient Buddhist proverb. Doing a little (very little) internet research leads me to believe it may have been written for the Tom Selleck movie High Road to China. Makes me feel better about having misremembered it as referring to multiple oxen instead of one ox, and for the fact that I originally read it in a Batman comic.
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When I worked in web marketing in the late nineties, everyone was focused on “eyeballs” (basically counting impressions) and clicks. Ad inventory was sold on a CPM model. Not much has changed. Eyeballs are still commonly cited as the measurable end result of a campaign.
But at the end of the day, impressions don’t buy. Real people do.
Many of the digital ad metrics marketers use are a poor proxy for what people actually buy. Even setting aside all of the problems with ad fraud and viewability, impressions provide a limited picture. Marketers have been left to cobble together a pretty sloppy story connecting digital ad impressions to business results.
As data-driven marketing continues to mature, there’s an interesting evolution in which metrics are measured. And a shift from eyeballs to business outcomes. Companies like Datalogix are starting to measure the impact of online campaigns on real-world sales data. Facebook has started to offer conversion lift measurement.
But it’s still early days. I’d love to hear your thoughts on what ad metrics matter and how to measure them.
Hovertext: Maybe this is what those Quantum Wellness people are talking about.
Adam Victor Brandizzi
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Hovertext: The highest utility of mathematics is ruining everything for everyone.
Adam Victor Brandizzi
O último sobre crianças é bem pertinente.