Learning Trees: 7 steps to structure and accelerate your learning

It used to be that people would spend the first part of their life going to school, the second part of their life applying what they learnt in school, and the third part of their life retired and potentially teaching others. Things are changing rapidly nowadays. It used to be sufficient to accumulate knowledge in … Continue reading Learning Trees: 7 steps to structure and accelerate your learning

Generating Value Through Execution: 7 Steps to Rising in a Start-Up

The pinnacle of generating value within our companies is the ability to execute. Unless you're in a corporate environment with a strict career ladder, the opportunity to grow within a company and attain more responsibility is determined by your ability to generate value for your team and the company as a whole. As we will … Continue reading Generating Value Through Execution: 7 Steps to Rising in a Start-Up

Marketing Lab - Dynamic Keyword Insertion

Marketing lab: Does Dynamic Keyword Insertion Work In Search Ads For Fashion?

TL;DR version: Based on this study: Click-through rates were significantly higher without DKIs (10-65% higher) Conversion rates were significantly higher without DKIs (300%+) This study did not manage to give a definitive conclusion on the impact on the cost per click when using the DKI Background The online marketing community seems to have a love/hate relationship … Continue reading Marketing lab: Does Dynamic Keyword Insertion Work In Search Ads For Fashion?

Determining How Much To Bid CPC on AdWords

Too many marketers are not sufficiently data-driven. They act as if they were engaging in the old world, where things were far less tangible due to lack of transparency and data. This is no longer an excuse. It doesn’t mean that you should always let cost efficiency dictate your budget allocation – for some brands, … Continue reading Determining How Much To Bid CPC on AdWords

Why You Shouldn’t Use Budgets In AdWords

One mistake digital marketers repeatedly make is to use the budgeting function in Google AdWords to limit their spending. You should never limit your spending by your budget – there are other ways to control the spending. To reach this conclusion, it’s essential to understand the fundamental dynamics of how search engines allocate impressions across … Continue reading Why You Shouldn’t Use Budgets In AdWords

Multiple factors influence conversion rates

Why There Is No Optimal Conversion Rate

One of the questions entrepreneurs and marketers ask me the most concerns conversion rates. Looking for benchmarks, they ask, “What’s the optimal conversion rate we should aim for?” The idea behind the question is flawless – they want to measure the efficiency of your product (website). The challenge is that this is not the right … Continue reading Why There Is No Optimal Conversion Rate

Nir Eyal on the Psychology of Habit-forming Products

I have looked forward to bringing this interview by Nir Eyal since I first spoke to him a few months back. Nir is the author of “Hooked: How to Build Habit-Forming Products” - a book described as the "essential crib sheet for any startup looking to understand user psychology" by Dave McClure of 500 Startups - … Continue reading Nir Eyal on the Psychology of Habit-forming Products

Florian Heinemann on Lessons from Building the Zalando Marketing Machine and Marketing Automation

I have looked very much forward to bringing this post. Florian was my early teacher and the first person to open my eyes to how sophisticated digital marketing can be and he is still one of the persons, if not the person, who has influenced my thinking on digital the most. To those unfamiliar with … Continue reading Florian Heinemann on Lessons from Building the Zalando Marketing Machine and Marketing Automation

Florian Heinemann on the Future of Digital Marketing and Brand Building

This is the second part of a two-part interview with Florian Heinemann, co-founder and managing director at Berlin-based early stage investor and company builder Project A Ventures and former Co-CMO at Zalando. You can read the first part on Zalando’s marketing strategy and automation here. It is not required to read the parts in any … Continue reading Florian Heinemann on the Future of Digital Marketing and Brand Building