Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.
1 Year Later: Gen Z College Students Weigh in Again on Personal Data Collection
Last February, I reported on some of the things my Gen Z students wrote in response to an assignment about who gains the most from the value exchange of convenience-for-personal-data. [...]
For Measurement-Oriented Marketers: The Best of ‘Here’s What Counts,’ 2019
Over the past year, “Here’s What Counts” opined on several topics. But the ones that gained the most traction involved Gen Z’s views on privacy, social media data collection, and [...]
A Question for Marketers: Is It Social or Is It Media?
Sasha Baron Cohen took Facebook to task last week with his speech at the Anti-Defamation League (ADL) calling Facebook “the greatest propaganda machine in history.” Published in full by The [...]
Have We Ruined 1:1 Marketing? How the Corner Grocer Became a Creepy Intruder
When Don Peppers and Martha Rogers wrote “The One to One Future: Building Relationships One Customer at a Time” in 1993, the Internet was a mere twinkle in Al Gore’s [...]
The Challenge of a (Really) Short-Form Direct Response Ad
It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter [...]
Rihanna and Amazon — Marketing Perfectly Together
Rihanna’s second Savage X Fenty lingerie show will be a highlight of New York Fashion Week, with its inclusive line-up of models representing all body types. Last year’s show was [...]
Marketers, How Valid Is Your Test? Hint: It’s Not About the Sample Size
The validity of a test is not tied to the size of the sample itself, but rather to the number of responses that you get from that sample. Choose sample [...]
A 4-year-old Girl Shows the Power of a Strong Brand
Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? [...]
Where Do You Start? Teaching Direct Marketing to College Students
What’s the best approach to engage college kids in understanding direct marketing? Principles first; metrics second? Or Metrics first; principles second?
Returns Are the Final Frontier for E-Commerce Dominance
E-commerce has had to overcome several barriers in its relatively short lifespan. (Well, relatively short for a Baby Boomer. But not so much for Millennials and Gen-Zers, who don’t remember [...]