Insights from Nebo

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June 12, 2013

Extreme Excel Awesomeness: PPC Bid Management Tool

As marketers, we are constantly inundated with data and analytics that are supposed to help us better perform our jobs. These reports, so we’re told, are designed to help us draw better insights from our campaigns and develop actionable strategies based on our performance metrics. The reports are supposed to make us more efficient, more tactical and more knowledgeable of our industry.

The problem with much of the information we receive from these data dumps is that it is often overwhelming, unwieldy or simply too difficult to understand. We’re forced to perform countless repetitive tasks just to get to a point where we understand what the data represents – before we can even attempt to draw any legitimate insights.

Excel, at its core, is a problem-solving tool. When used correctly, Excel can eliminate many of these tedious and repetitive steps from our analytic process and allow us to concentrate our efforts on what truly matters: drawing useful insights that affect strategy moving forward. This week I had the pleasure of speaking on the Extreme Excel Excellence panel at SMX Advanced in Seattle, with the overarching theme of embracing the opportunity that Excel presents for marketers to better analyze their data.

June 11, 2013

The Myth of Direct Response Marketing

Direct response marketing doesn’t work. In fact, it doesn’t really even exist. Many marketers have suspected this for years, but haven’t really had the analytical tools to back up this sentiment.

Now, I know many will argue with this post and this assertion. There are probably litanies of “success stories” that showcase amazing direct response campaigns. But they’re all BS.

We don’t exist in a vacuum. There can be a direct response component to a larger campaign, but too often we hear clients (and less savvy marketers) say, “let’s just focus on direct response.”


June 7, 2013

National Donut Day Throwdown

Everyone who knows Nebo knows we take our donuts seriously.

So, for National Donut Day, we filled the office with dozens of treats from the best spot in Atlanta - Sublime Doughnuts (not that we needed a holiday as an excuse). But that was only the beginning of the celebration here at Nebo.

After the grazers of the office got their fill, two of our bravest and most confident eaters stepped up to the plate for a gut-busting, winner-take-all donut eating contest.

June 6, 2013

A Second Look at Google+

Since Google+ launched to huge demand in the summer of 2011, it has been ridiculed as a “ghost town” - as Google’s sad wannabe social network. It’s that social site that you accidentally check once a month - only to confirm that, yes, there’s nothing still going on.

But in January, eMarketer confirmed that Google+ has surpassed Twitter to become the 2nd largest social network worldwide, behind Facebook, serving 26% of internet users - with 343 million active users according to GlobalWebIndex.

Even so, Google is smart enough to know that this race will be a marathon and not a sprint. After taking a second look at Google+, we think it’s poised to become not necessarily the largest, but the most successful social network in the long run.

June 3, 2013

Can the Windows Phone Make Microsoft Relevant Again?

There comes a time in every brand’s life when it must either adapt to new challenges in the marketplace, or risk fading away altogether. In the digital age, that leaves many brands scrambling to amplify their mobile presence in a last ditch effort to stay relevant. And why wouldn’t they? Apple’s iPhone and Google’s Android OS launched both tech giants, respectively, into new stratospheres upon their release, and now Microsoft is hoping to achieve the same success with its up-start Windows phone.