Posts Tagged Economy
Measuring ROI 10 Years On…
Posted by Bob Kumagai in Business, Technology on December 28th, 2009

Robot Last Click
To say that there have been seismic changes over the past 10 years in the ways that we market online is to belabor the obvious. That said, let’s belabor anew as the “00’s” come to a merciful end and we head into 2010. Among the most significant have been the erosion of the walls that existed between the online or digital activities of marketers and those of the traditional or offline variety. In 2000 it wasn’t uncommon at all for a company or brand to have a distinctly separate dotcom marketing team (and even business unit) from the majority of its marketing activities. The notion of silo’d digital marketing has become one that businesses adhere to at their peril as the wisdom of integration and alignment of all marketing channels has grown to become the prevailing wind. In other words, your website had better be telling the same story as your retail locations, you catalogs, your customer service teams, sales teams, as well as PR and brand support. Customers have come to expect your brand’s narrative around value, service or pricing to be consistent across each and every touchpoint they encounter. This is no longer about being a visionary, this about basic blocking and tackling.
Another important change has been the increasing emphasis upon more accurately measuring the ROI of those marketing channels. If businesses have learned anything from their online initiatives, it is that a great many of them can be measured in a way that their offline activities cannot. Of course, the fact that an activity can be measured does not necessarily mean that it should be, at least in the way that we have done so to date. What flows out of this reality is that marketers must apply some manner of metric to everything that they do – online and offline. There is certainly nothing revolutionary about the idea of measuring and applying critical analysis of how resources are spent, but it begs the question of whether businesses are measuring the right things and if those metrics are valid. The beauty of the Google paid search machine is that you get a pretty clear picture of what happens when you put money in the slot, i.e., a click costs a dime, it takes 100 clicks to get an action so voila! the cost to acquire is ten bucks. This leads to ROI calculation that is clean, relatively accurate, and aligns neatly with the silo’d activities of ten years ago. Unless you are a pure-play (online or offline) and market in only one channel, this model can lead to inaccurate metrics at best, and poor decision making around resource allocation.
If only it was so simple to measure the investment in marketing collateral, tradeshow displays, online and offline display advertising, direct marketing efforts, customer retention and lifetime values, search marketing, broadcast, social media, and so on. Truly integrated and multi-disciplinary marketing requires more thoughtful measurement models. Relying upon “last click” attribution today makes no more sense than using a print publication’s circulation and pass-along rates did when the magazine and newspaper business was still healthy. The challenge remains to blend the various aspects of a comprehensive marketing mix and emerge with a more holistic view of what is spent and what that resulted in.
Steve Kerho of Organic reported some interesting findings in a recent post on developing an “analytics ecosystem” model for multi-modal campaigns across the web. Paid search, display (banner) ads and branded website activities showed some inter-relationships that confirm what many marketers have “known” but have had difficulty demonstrating. To wit, paid search performs better when a user sees display ads prior to clicking through a search ad; branded sites converted at much higher rates when display ads were viewed in prior sessions, but after too many display impressions performance fell off. Clearly, utilizing a last-click attribution model around your paid search campaigns risks undervaluing concurrent campaigns in different vehicles. The temptation to discard every activity but paid search requires the development of proxy metrics and blended or weighted analytics to more fully capture ROI. The long story short is that being able to model and manage the data will be a minimal requirement for marketing in the coming years. Marketers that can develop or partner with those that can aggregate and segment data will have the best chance of success going forward. Sound familiar?
Happy Anniversary?
Posted by Bob Kumagai in Business, Politics on September 15th, 2009
So one year ago the truckload full of risk called Lehman Brothers hit the wall and so began a series of events that had many thinking that we were headed into the Great Depression Version 2.0. One year later we all know the names of the firms that most Americans had only the faintest sense of recognition toward – AIG, Bear Stearns, Barclays – as well as the well known institutions that suddenly went from being pillars of stability to virtually insolvent – Wachovia, Merrill Lynch, Washington Mutual. There are hundreds of recaps of the week that resulted in the most fundamental and sweeping injection of government into private markets since, well, ever.
What’s most concerning is how little has changed. Alex Berenson’s article in the NY Times describes that despite the fact that we drove to the edge of the cliff and stared into the abyss, the companies that are “too big to fail” are still there, no meaningful changes in regulatory oversight have been put into place, compensation still richly rewards high risk-taking with little downside for poor results, and on and on.
Among the blessings that are also the curses of human nature is our short collective memory. With chairman Bernanke declaring the recession over, the stock market back in positive territory and $700K average bonuses at Goldman Sachs you’d think it was 10 years ago that we thought the world economy was coming to an end instead of a mere 365 days. It’s only the billions of dollars in debt that our kids (and grandkids) will have to eat and the 7 million idled workers that will remain as reminders of how close we came to utter disaster.
Healthcare Re-Form?
Posted by Bob Kumagai in Business, Politics on June 25th, 2009

Obama Healthcare Reform
If you watched the President’s infomercial on ABC you began to get a sense for how difficult this is going to be. While Charlie Gibson tried to press for details from the Prez, it was pretty clear that he wasn’t going to commit to anything – at least until the Congress gets something on the table. The lessons learned from the Clintons’ failure a decade ago, i.e., don’t try to cut a deal in the back room – the subject is so inherently political that Congress must be involved early in order to get their buy-in. It may be that Obama’s strategy is to let the House and Senate battle like Hutus and Tutsis until they both collapse from exhaustion and he can pick up the few pieces of agreement that may have resulted. I’m not too optimistic and my guess is that not many of our fellow citizens are either. The Prez is spot-on when he says that the cost of doing nothing with a broken system is unacceptable. That’s where the agreement ends.
The reality is that there are no dollars to be reallocated unless someone (or probably everyone) agrees to take a big haircut. Watching the new head of the American Medical Association and CEO of Aetna grit their teeth on national television was something to behold. Neither the physicians nor the insurance companies are about to cede any ground on how much of the pie they get. Patients will always believe that they are entitled to the sun and the moon – this is to be expected since we pay through the nose through both insurance premiums as well as taxes that fund Medicare/Medicaid. If my 88 year-old dad needs a cardiac stent , I’m all for it. If your dad does, that’s wasteful spending. Good luck reconciling that in the context of public policy.
As to the public plan option – no doc is going to agree to do all of the preventive care if they’re not getting paid fairly – just check-out how much they complain about Medicare reimbursement rates today and imagine how a broad-base public plan is going to drive down costs – cutting payment rates. Establishing teams of providers lead by better paid primary care physicians and moving away from fee-based procedures by specialists? Makes sense. Good idea to shift to outcome-based healthcare? Absolutely. But you can imagine those cardiologists, radiologists, orthopedists, and neurologists trying to suppress the gag reflex at the prospect of shifting dollars away from them and toward nurse practitioners and physician assistants. When pigs fly my fellow Americans.
The only dollars that could be “found” currently reside in the pockets of the insurance companies. Americans claim to like what they have and the thought of giving up ground to provide a way for insurance to others is a deal killer. The fact is that keeping what they have is a mirage due to escalating premiums and out-of-pocket expenses and reductions in coverage. Worried that the Big Brother government is going to start making decisions about your medical care based on cost containment? That’s already happening – Big Brother is named Blue Cross, United or Wellpoint.
Here’s my crystal ball – there’s too much money at stake with insurers and providers. The Death Star of lobbying efforts includes $100 million from the U.S. Chamber of Commerce, $10 million of AMA contributions to congressional candidates since 2000 and $35 million from medical insurers and pharma companies in the first quarter of 2009 alone represents an irresistible force that will distort this round of reform – just like the last efforts. Over 70% of Americans want to see foundational change in the healthcare system but very few (at least of those that are insured) want to see the way in which they receive care changed. In other words – we want more for less. That isn’t going to happen and the lobbyists for the folks that are making a living as a part of the healthcare food chain know it. If Obama is lucky, he may win some incremental change around the edges – but that’s about it.
Ultimately, there will be an economic and operational train wreck in the next 15 years that will result in a complete overhaul and a single-payer system. By then Medicare will be irretrievably bankrupt, employer-based healthcare insurance will be twice as expensive and available only to a fortunate few. Hospitals will be shutting their doors, unable to continue to bear the costs of over half of the population using the ER as their primary care and your own doctor will stop accepting Medicare altogether. Healthcare is not a commodity that responds to normal free market motivations. So long as we try to manage and market it as if it does, true reform will remain off in the distance.
Healthcare Reform – Really?
Posted by Bob Kumagai in Business, Politics on May 11th, 2009

Harry and Louise
The Obama administration announced yesterday that it has been in discussions with a consortium of key players in the healthcare industry including insurance companies, hospitals, providers and pharma pledging to cut $2 trillion in costs over the next decade. BHO described this as “a watershed event” that could represent the first real and collaborative effort to fix the trainwreck that is the U.S. healthcare system.
You may remember the couple at left, Harry and Louise, the henchmen of the insurance lobby that has since morphed into the American Health Insurance Providers (AHIP) trade group. Their role was to either “talk sensibly about” or “submarine” the efforts of Hillary Clinton and Harold Ickes back in 1993 – depending upon your point of view.
What could possibly get this group to join hands in common cause? The reality that with the direction that the wind is blowing, if you don’t play nice and get a seat at the table now, you might find yourself on the outside looking in. At minimum, the last thing any of these groups want is to be legislated right out of the for-profit business.
Before we start celebrating, however, we have to ask the obvious question. Is this gift a Trojan horse? After all, several of the organizations that sent that letter have in the past been major villains when it comes to health care policy. – Paul Krugman
As NY Times Op-Ed columnist and Nobel Prize winning economist Paul Krugman reminds us, “What the rest of us call health care costs, they call income.” To say that we should all be a bit cynical about the motives of the healthcare-industrial-complex would be an understatement of epic proportion. You certainly can’t accuse Obama of being timid in his willingness to take on big challenges.
Regardless of where you sit politically, there is consensus that the way that we pay (or don’t) for healthcare is an enormous albatross around the economy in general and virtually every individual and business in the country. Can the patchwork of interests be knitted together without resorting to a federally managed and delivered single-payer system? Kind of depends on whether Harry and Louise will work with Barack or if they’re going to be snakes in the grass.
Time For A Buena Vista?
After nearly 50 years and 10 U.S. Presidents, it appears that the Obama administration is taking steps toward thawing the 90 miles of ice between America and Cuba. As one of the last relics of the Cold War, the trade embargo that President Kennedy instituted in 1962 may be heading toward the same scrapheap that contains the statue of Lenin and pieces of the Berlin Wall. Both Raul Castro and BHO are floating the idea of an open conversation around the issues that have been (and will continue to be) so problematic between the two nations. No doubt there is much for Cuba and its regime to gain by re-entry to the OAS, not the least of which is investment dollars flowing into the jalopy of an economy that the Cuban people have suffered under. Let’s hope that there is a pragmatic resolution to this policy dinosaur.
That an end to el bloqueo may be within reach got me to thinking of the great Cuban musicians of The Buena Vista Social Club and how they were largely unable to perform in the U.S. You may recall that in 1996 American producer Ry Cooder assembled a collection of some of Cuba’s greatest jazz musicians of the pre-Castro years for a recording that returned them to international prominence. For most of us, it was an introduction to names like Ibrahim Ferrer, Omara Portuondo, Ruben Gonzales and Guajiro Mirabal. Largely forgotten in both Cuba and abroad, the recording resulted in the burnishing of the legacies of these great musicians. Many of them have since passed away; Ferrer, Gonzales, and Compay Segundo won’t be around to see the day that Washington and Havana start speaking to each other again.
I watched the Wim Wenders documentary the other night and was struck by the scenes of the decaying buildings and 50’s era automobiles – Havana looks a bit like an elderly lady wearing an old party dress. Here is a clip of “Chan Chan”. Enjoy
httpv://www.youtube.com/watch?v=BoQNj2tlZhg
Death & Taxes – Today You’re Halfway There
Posted by Bob Kumagai in Business, That's Life on April 15th, 2009
April 15 is one of those dates that is seared into the American collective consciousness – right up there with December 7 and September 11. (Interestingly, these dates all have a sub-text of “disaster” – but that’s for another post.) At my house, April 15 is just the day that we scramble to get the bare minimum of information to our accountant to get the extension filed. Since taxes cause procrastination of epic proportion, it will be October before we realize, again, that we’ve been giving Uncle Sam an interest-free loan. Hard to believe that I went to business school.
While no one really enjoys pulling out the checkbook, it is a civic responsibility that we all share, so let’s get over it. It is a little Bidenesque to claim it as a patriotic duty but I think Warren Buffett has it closer to right when he calls for an overhaul of the current tax code in the interest of fairness. There isn’t anything original about complaining that it’s too complicated or is rigged to favor (or not) one industry or sector over another.
That said, take a look at Mike Jittlov’s True Origin of the 1040 page. This is a funny and instructive site that details where America got its most beloved loathed document. The original 1913 1040 form is there along with some handy calculators that show that paying taxes was indeed much simpler back in America’s salad years.
So man/woman-up and pay your fair/unfair share. As my dad and former CPA, Big Sam, says “paying taxes means you’re making money and is a better problem to have than the alternative”.
TARP Illustrated
Posted by Bob Kumagai in Business, Politics on April 6th, 2009
This Sunday morning’s reading of the business and editorial pages (yes, I still read a print newspaper) made me have to suppress the gag reflex. Economists continue to crawl out of the woodwork to either praise or damn the bank bailouts. Pretty much anyone with a pulse is bloviating on the subject. (whether they would recognize a CDS if it bit them on the derriere is seemingly beside the point). The NY Times ran what may be the most understandable (at least by folks that don’t make their living in the financial services business) description of how the TARP initiatives work. Enjoy.
Confused? So are they…
Posted by Bob Kumagai in Politics, That's Life on March 22nd, 2009
This much we can all agree upon:
- The economy is circling the drain and my crystal ball shows that things are likely going to get worse before they get better.
- My crystal ball sucks. So does yours.
- Whether you’re a conservative or a liberal, you’ve got your fingers crossed that BHO and Tim-G have one that works at least a little better than ours.
- Will Rogers never met Rush Limbaugh
That’s pretty much it. Everything else is up for a vigorous, if not clueless, debate. The GOP Congressional delegation, now reduced to the back-bench, is claiming an apocalyptic vision of government bankruptcy. Whether it’s House minority leader John Boehner predicting Doomsday if we don’t cut taxes again, or de facto GOP chairman Limbaugh bloviating on how Americans will come crawling back to the Republicans on their knees after Obama fails, the nation seems to have stopped listening. On the other hand, Rachel Maddow can’t stop saying “we won, that’s why” as the primary rationale for the Administration’s aggressive spending proposals on energy, healthcare, education and just about anything else that the Republicans have said “no” to for the past 8 years. Economists run true to form, i.e., 3 economists generate at least 4 differing opinions. Deficits are the end of the world. Deficits are not that bad.
$9 trillion deficit – and that’s providing things start to turnaround big by early 2010. Transformational changes in the employment base due to renewable energy, infrastructure projects and long-term investments/spending in education. Big savings by modernizing IT in the healthcare industry. Oh, and no crazy al Qaeda attacks to change the plan for withdrawal from Iraq and redeployment in Afghanistan. We really want to believe that the Prez is right. He’d better be or we’ll all need to start taking Mandarin Chinese lessons so that we can go to work for our primary debt holders.
BHO on JTV
Posted by Bob Kumagai in Business, Politics, That's Life on March 20th, 2009
So the Prez decided to take his case directly to the public and go over the heads (not such a big task I suppose) of the pesky Washington press and the bomb-throwing GOP back benchers. It seemed a little odd to have a sitting President doing PR for his economic plan, and offering a spirited defense of Tim Geithner, in the same chair that Reese Witherspoon occupied the night before to promote Legally Blonde 5. In any case, you really can’t dislike him or the message that he conveys. Despite the small “Special Olympics” gaffe, the Prez gave the nation some sense of comfort that the country can work its way out of this mess. Whether his determination to pour giga-huge amounts of dough into education, energy and fixing the trainwreck that is healthcare while dealing with the banking crisis is wise – only time will tell.
Let’s hope that Tim G gets his act together (please hire some help Mr. Secretary) sooner rather than later and that he and BHO can pull all the right levers. We need them both to be great.
