The three lies: Why we can’t have good performance marketing

It’s been a while. Partly because my last post from February was a bit of a tough act to follow, partly because I’ve been caught up with a bunch of work projects. The company was acquired by LVMH, I spoke about e-commerce economics at SMU and NUS and got so pale from a lack of sunlight that taxi drivers started assuming I’m Russian. Today it’s going to be short and sweet and a little bit different: My thoughts on performance marketing and the pitfalls of spending large amounts of money on so-called data-driven marketing channels. Let’s go:

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The dangers of the “Google Analytics-powered Startup”

They did it again. With Google Analytics, Google has once again created a piece of free-ish enterprise software in a previously costly field (think Google Drive instead of DropBox/Box or Google Docs instead of Microsoft Office) which has become so omnipresent that it’s hard to avoid. Not only is it easy and free to install and deploy, it’s also simple enough that CEO’s to understand it and the de-facto standard for investor due diligence. But most of the time it’s completely wrong. Continue reading The dangers of the “Google Analytics-powered Startup”

Key Takeaways from Criteo’s State of Mobile Commerce

Confession time. Despite living and breathing online marketing and e-commerce, I never really shop online. It’s not that I don’t like the idea of it, it’s more that (a) I rarely shop, (b) I don’t really like shopping and (c) I don’t really know my own address. However, I recently decided to try out m-commerce in a few different sectors and was quite surprised by how convenient is. To me, tackling m-commerce has always been one of those typical important-but-not-urgent problems, but my recent experiences and the publishing of Criteo’s new State of Mobile Commerce report forced me to give it some thought. Here’s the most important stuff:

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A Peek at Rocket Internet’s Regional Reporting Formats

Ever since I starting working with a large number of Rocket Internet alumni at Nova Founders in Kuala Lumpur before joining Luxola, I have heard many stories about Rocket Internet and how they work. Most of the stories are a bit bitter, but when it comes to the actual quality of their work there’s no doubt that they really know how to execute. I received a deck from Rocket Internet’s Investor day with Kinnevik, their main investor, around a month ago, and in this post I would like to share some of the most interesting insights I found. Continue reading A Peek at Rocket Internet’s Regional Reporting Formats