Geeky Failures & Marketing

Full disclosure, I am not a Geek, I can’t even code. I am just a Marketeer who likes numbers. But working on numbers, I did learn a couple of interesting things about Marketing

  • MumboJumbo SQL Optimisation (aka Amazing failed “product”): Cutting a long story short, any Biddable Media Campaign needs a lot of data management. Frustrated, I spent long nights on my own learning SQL and Access to create my amazing tool, and become the office’s data hero… But turns out no-one likes SQL and complex algorithms controlling their bids. So, no-one ever used it
  • The NoBox (aka Amazing vs. “Usable”): Few months later, the “NoBox” came up: A simplified and more transparent version that suggested bids, but left the final decision to the AMs (Account Managets). Arguably less powerful… but AMs loved it, and used it, which is not unimportant (and I was happy ;p
  • Profitability Profiling (aka Package it): As “new toys” came up, we pitched a stand-alone project for Avis. Super excited, I crafted the most thorough PowerPoint ever, and Wilhelm (my boss) simply said… “It needs a name, what about Profitability Profiling?”. I was selling Numbers & Algorithms, but he knew that’s not what they would buy. And he f***ing nailed it.

This whole adventure lasted a couple of years, and hopefully helps someone crafting a tool. And – sorry to blow the trumpets… – it did give uniquedigital a couple of awards, Best use of Data (Marketing Week Magazine) and a couple of Search Awards!

Ps — Thanks to uniquedigital for being uniquedigital.

Note: My Linkedin does read “Data Intelligence AD @ uniquedigital”, but all of the above happened as evening pet projects when I was Account Manager, not the Data Intelligence guy

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