Still, these are the facts you know you know. While these facts can help you gauge some level of marketing effectiveness, there may be issues getting the data frequently enough to make meaningful decisions. On the attribution side you know how many installs, in-app events, leads, or purchases you’re getting. On the campaign side, you know your impression, click, and spend data for each campaign, ad set, and ad on each media source. The first step to marketing intelligence is knowing what you have. The “unknown known” is a fourth concept that Rumsfeld defines as “the things that you think you know that it turns out you did not.” How can these four concepts of known and unknown that Rumsfeld applied to national security intelligence also apply to marketing intelligence? The title of his memoir is “ Known and Unknown,” and Errol Morris made a documentary film about him titled “ Unknown Known.” While he didn’t invent this concept of known knowns, it became his most famous line. Secretary of Defense Donald Rumsfeld spoke these words at a press briefing in 2002 in response to a question about weapons of mass destruction in Iraq. But there are also unknown unknowns - the ones we don’t know we don’t know.”įormer U.S. We also know there are known unknowns that is to say we know there are some things we do not know. “…there are known knowns there are things we know we know. How much do you really know about the effectiveness of where, when and how your marketing dollars are being spent?
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