courses:books:the_confidential_internet_intelligence_manuscript:start
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courses:books:the_confidential_internet_intelligence_manuscript:start [2020/04/12 19:58] adminuser [About Scientific Marketing] |
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| - | ====== eBook: The Confidential Internet Intelligence Manuscript ====== | ||
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| - | The Confidential Internet Intelligence Manuscript | ||
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| - | by Mark Joyner, CEO, Aesop.com, Copyright 2001 Aesop.com, 50 pages | ||
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| - | ===== Introduction ===== | ||
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| - | * Scientifically derived info on how your business can really prosper on the internet | ||
| - | * revelations about internet marketing | ||
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| - | ==== Why was this manuscript created ==== | ||
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| - | * the dream we all want to believe: “Through the Internet, anyone with a computer, an Internet connection, and the willingness to sweat can set up an operation in their garage that competes with major corporations.” | ||
| - | * Mark Joyner began a business as a shoestring company. | ||
| - | * internet gives ability to advertise without hard capital | ||
| - | * Mark "began to apply military metaphors (ala Sun Tzu et. al.) to my business." | ||
| - | * "small groups of men, applying the proper tactics, can cause great damage and make armies of far greater size stand up and take notice." | ||
| - | * Book reference: | ||
| - | * " | ||
| - | * Guerrilla' | ||
| - | * Do this right, and a business can be built to multi-millions without a dime of venture capital | ||
| - | * roots: sales-driven, | ||
| - | * other companies waste millions on advertising that may or may not work | ||
| - | * tactics must deliver results. | ||
| - | * throwing daisies at an approaching army is not likely to work | ||
| - | * dangers | ||
| - | * cult of personality and accepting dangerous advice as truth | ||
| - | * remember it is just accumulated observed data | ||
| - | * be skeptical of what is not seen for oneself | ||
| - | * science never renders gospel truth | ||
| - | * look for observations that painstakingly isolate every possible effect on results, proper samplee sizes, confidence intervals, and scientific controls. | ||
| - | * do your own testing | ||
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| - | * Sections | ||
| - | * Lessons learned - examples of data conducted from tests | ||
| - | * Survey results - demographic data about viewership | ||
| - | * 1) audience can affect results | ||
| - | * 2) look for insight into mind of internet consumer | ||
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| - | ==== One Word of Caution ==== | ||
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| - | * Simplest concenpts can "have the most profound effect on your bottom line." | ||
| - | * Noticing a particular day of the week works better can be make a huge profit difference | ||
| - | * simple change in an order form can increase salees by 32% | ||
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| - | ==== Why you need to use this information right now ==== | ||
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| - | * Things in this document can increase earnings in 1 day | ||
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| - | ====== About Scientific Marketing ====== | ||
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| - | * "Do not fall for the myth that **all** testing is valid. | ||
| - | * Testing is dangerous is the data is insufficient or derived in arbitrary ways | ||
| - | * beware of sweeping conclusions | ||
| - | * solid understanding of statistical concepts and methodology is critical | ||
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| - | ===== Isolation of Test Variables ===== | ||
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| - | * A/B test on two letters with innumerable differences leaves more questions than answers | ||
| - | * better to isolate individual variables, example: test a singlee change to a headline in an ad | ||
| - | * cumulative effect of many small changes can create dramatic improvements over time | ||
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| - | ===== Marketing: A Fusion of Science and Intuition ===== | ||
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courses/books/the_confidential_internet_intelligence_manuscript/start.txt · Last modified: 2020/06/08 10:24 (external edit)
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