As a consultant, I often utter statements that, if overheard by an outsider, would lead him to question my competence and my sanity. There I was, someone who was supposed to be a marketing ROI (define) expert, deep in a discussion, crooning in my confident, Einsteinian manner: “People are not cows!”

On the surface, that’s stating the obvious. Yet to those studying path analysis or clickstream analysis these days, the statement has some not-so obvious implications.

Indeed, people aren’t cows. Possessing this truth…

...continue to read "Clickstream Analysis: People Are Not Cows"

Don’t wind up teaching your visitors to beg (or bail)

Bryan couldn’t wait to email me the screen shots. “This is crazy! I can’t believe they’re doing this.” There’s a lot we can’t believe folks do, so this actually isn’t an unusual situation. But Bryan was … um … peeved. (That’s putting it politely.)You see, DJ needed a bowl for his water, and providing for DJ proved slightly more complicated than Bryan had anticipated. In his words …

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...continue to read "Another Dumb Pet Trick"

6 tips for reaching out and marketing online to Latinos

Who knew? The Grok has some “North of the border” blood flowing in him?!?!?! Yes, it’s the other way around on Mars, and life is full of surprises. So, embracing my Cinapsih roots (the Martian equivalent of Hispanic), a la Freddie Prinze, Jr., I wanted to share with you some pointers on how to use the web effectively to reach and market to Latinos.

Who better to all upon than my dear…

...continue to read "The Grok’s Inner Hispanic"