Let’s say we want to know whether (A) joining the military (B) causes a person’s lifetime wage earnings to be lower. The key to making advertising pay is getting people to buy your goods (or donate to a political campaign or take a vaccine) who would not otherwise have done so. But unless the targeting is directed at customers who aren’t already prepped to buy the products, the conversion from click to cash will not generate any new revenue. Big brands pay consultants big bucks to “target” their ads at the people most likely to buy their products. Then I ask: “How much did those ads change your behavior?” Since they had all already signed up for the class long before seeing the ad, they all reply, “Not at all.” So, while the conversion rate on my ad is 100%, the lift from the ad - the amount of behavior change it provokes - is zero.Īlthough my example is a bit simplistic, it shows why the confusion of lift and conversion can create problems for measuring marketing ROI.
I then ask them: “What’s the conversion rate on my ads?” They always correctly reply “100%” because 100% of the people who saw the ad “bought” or enrolled in the class.
To explain the difference between the two to my students, I have them imagine that, on the first day of class, I stood at the door handing out leaflets advertising the class to every student who walked in. They back up the claim by pointing to the number of people who purchase a product after seeing the ad - typically referred to as the conversion rate. When marketing reps sell ad space to clients, they claim that ads will create or cause behavioral change - a phenomenon typically called lift. Because what’s getting in the way is not a lack of information - the problem Wanamaker faced - but rather a fundamental confusion between correlation and causation. It should be possible to answer this question, though. For all the data we have, it seems like companies still don’t have an answer to a question first posed by the famous 19th century retailer John Wanamaker: Which half of my company’s advertising budget is wasted? A similar analysis of Facebook ads threw up a number of 4,000%. A large-scale study of ads on eBay found that brand search ad effectiveness was overestimated by up to 4,100%. Nothing is more sexy than when a woman lets her desires and needs known and acts on them.The effectiveness of digital ads is wildly oversold. Makes a nigga feel like a borderline rapist. I want a woman to throw me on the bed and tell me “you gon get this pussy” i will gladly not resist that shit.Īlways being the pursuer gets tired sometimes. Yeah its a turn on when a woman tells me straight up she wanna fuck and she not afraid to pursue the dick. Yes, whats wrong with woman taking charge every once in a while.shit…smack my ass in the hallway when i walk pass….and whisper shit in my ear “I want to be fucked for once” is that a common feeling among men now a days? This older man said he did not like the stigma that is placed on men to be the pursuer, or the initiator.
So today in class we were watching this film about men’s perspective on sexuality. : Are men tired of being the initiator of sex?