{"id":237398,"date":"2025-05-12T03:34:54","date_gmt":"2025-05-12T03:34:54","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-discounts-promotions-clicks-channels-the-local-maxima\/"},"modified":"2025-05-12T03:34:54","modified_gmt":"2025-05-12T03:34:54","slug":"kevin-hillstrom-minethatdata-discounts-promotions-clicks-channels-the-local-maxima","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=237398","title":{"rendered":"Kevin Hillstrom: MineThatData: Discounts \/ Promotions \/ Clicks \/ Channels: The &#8220;Local Maxima&#8221;"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-6398407092543758542\" itemprop=\"description articleBody\">\n<div>\n<ul style=\"text-align: left;\">\n<li style=\"text-align: justify;\"><span style=\"font-family: arial;\">&#8220;<i><span style=\"color: #674ea7;\">The marketing calendar is built around discount events as much as it is around new product launches. Seems like a necessary evil in order to keep growing revenue.<\/span><\/i>&#8220;<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">One of my favorite quotes from my time at Eddie Bauer was our CEO saying that we couldn&#8217;t add a 34th promotional week to the calendar because we had to maintain the integrity of the promotional calendar. Via analysis or gut feel, the hill to die on was at 33 weeks. Imagine being at 31 weeks and somebody says, &#8220;yeah, let&#8217;s add another week, no integrity issue there.&#8221;<\/span><\/p>\n<p><span style=\"font-family: arial;\">There&#8217;s this bowl of promotional soup that interacts with direct response &#8230; it always, always works for awhile (ask Macy&#8217;s). Always. And then, it doesn&#8217;t work. Years of trying to &#8220;make it work again&#8221; lead to one of those comments from marketers:<\/span><\/p>\n<div style=\"text-align: justify;\">\n<ul>\n<li><span style=\"font-family: arial;\">&#8220;Facebook and Google are too expensive and the clicks they send us don&#8217;t convert as well as they used to convert.&#8221;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">Blame is placed on Facebook and Google &#8230; and oh yeah, they deserve blame.<\/span><\/p>\n<p><span style=\"font-family: arial;\">The brand deserves more blame.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">It shifted from &#8220;what&#8221; it sells to &#8220;how&#8221; to sell it (discounts, promos, clicks, channels). This is a familiar transition, one that always looks good in the short term and is harmful in the long term.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">This shift maroons a brand on what in math is called a &#8220;local maxima&#8221;.<\/span><\/p>\n<div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEjdLxrAGSPDnJmmd24oOIr2GBaBcK_0VsXA8F5woVTj_4Y_l7MqcgvzwMRh0-qdNAcUkkCIFLjk0f3Gn4gHdN_v-3am75mGNBKQpN2KluxvO7COX_z9-S9h2lH78zMQdaXoWzkyiYbSFpK0oW_7YHluQ_7s2tMBvdH5vXGalZN0UR6MTlNrTx4MSw\/s1280\/mtd_20250507.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" data-original-height=\"720\" data-original-width=\"1280\" height=\"225\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEjdLxrAGSPDnJmmd24oOIr2GBaBcK_0VsXA8F5woVTj_4Y_l7MqcgvzwMRh0-qdNAcUkkCIFLjk0f3Gn4gHdN_v-3am75mGNBKQpN2KluxvO7COX_z9-S9h2lH78zMQdaXoWzkyiYbSFpK0oW_7YHluQ_7s2tMBvdH5vXGalZN0UR6MTlNrTx4MSw\/w400-h225\/mtd_20250507.jpg\" width=\"400\"\/><\/a><\/div>\n<p><span style=\"font-family: arial;\"><br \/><\/span><\/div>\n<p><span style=\"font-family: arial;\">Look at the peak next to the arrow. That&#8217;s what happens when a brand shifts to discounts \/ promos \/ clicks \/ channels. Any movement in any direction away from what is &#8220;optimal&#8221; (which, by the way, is most certainly not optimal) yields a sub-optimal solution, paralyzing the brand.<\/span><\/p>\n<\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: arial;\">Where is your business on <a href=\"https:\/\/drive.google.com\/file\/d\/1y01vOkZiHn4OrYIWyn_MttpJQBIHf999\/view\" target=\"_blank\">The Brand Lifecycle<\/a> image? I have a feeling I know where it is, or you wouldn&#8217;t be emailing me about the higher costs and lower performance of paid search.<\/span><\/div>\n<p><span style=\"font-family: arial;\">I spent considerable time working on a framework for thinking about &#8220;what comes next&#8221;. On LinkedIn I floated the framework to readers and a thousand people quickly read the argument. What comes next is already here &#8230; I call it &#8220;Customer Media Marketing&#8221;.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>&#8220;The marketing calendar is built around discount events as much as it is around new product launches. Seems like a necessary evil in order to keep growing revenue.&#8220; One of my favorite quotes from my time at Eddie Bauer was our CEO saying that we couldn&#8217;t add a 34th promotional week to the calendar because [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":237399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[852,16032,13144,13773,13772,13747,87663,13774,5945],"dealstore":[],"offerexpiration":[],"class_list":["post-237398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-channels","tag-clicks","tag-discounts","tag-hillstrom","tag-kevin","tag-local","tag-maxima","tag-minethatdata","tag-promotions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: Discounts \/ Promotions \/ Clicks \/ Channels: The &quot;Local Maxima&quot; - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=237398\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: Discounts \/ Promotions \/ Clicks \/ Channels: The &quot;Local Maxima&quot; - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"&#8220;The marketing calendar is built around discount events as much as it is around new product launches. 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