{"id":248462,"date":"2025-05-20T04:34:19","date_gmt":"2025-05-20T04:34:19","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-the-evolution-has-been-happening-for-five-years\/"},"modified":"2025-05-20T04:34:19","modified_gmt":"2025-05-20T04:34:19","slug":"kevin-hillstrom-minethatdata-the-evolution-has-been-happening-for-five-years","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=248462","title":{"rendered":"Kevin Hillstrom: MineThatData: The Evolution Has Been Happening For Five Years"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-4243576133722610058\" itemprop=\"description articleBody\">\n<p><span style=\"font-family: arial;\">Here&#8217;s the framework I am working on &#8230; as I learn more, I reserve the right to change the framework.<\/span><\/p>\n<div style=\"text-align: justify;\">\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgfyumtVrCepPWi6HsNBJscpiOvPbONbvtjL_yB4ferJUqnTyVIkxNUJInl1vGkB3itE2yYlhBKrgYNnJpIouElaV8YKv_oy102viAPNqq-fx2VQf1Rn_20UX2GKnfYM1JmT1lzK9qnK3QFwXQSQwQEKMCqsTnyKfIzXU72Z7fhH5t9RLlGShKzZQ\/s1280\/Kevin_Hillstrom_MineThatData_CustomerMediaMarketing2025.jpg\" 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\/AVvXsEgfyumtVrCepPWi6HsNBJscpiOvPbONbvtjL_yB4ferJUqnTyVIkxNUJInl1vGkB3itE2yYlhBKrgYNnJpIouElaV8YKv_oy102viAPNqq-fx2VQf1Rn_20UX2GKnfYM1JmT1lzK9qnK3QFwXQSQwQEKMCqsTnyKfIzXU72Z7fhH5t9RLlGShKzZQ\/w400-h225\/Kevin_Hillstrom_MineThatData_CustomerMediaMarketing2025.jpg\" width=\"400\"\/><\/a><\/div>\n<p><span style=\"font-family: arial;\"><br \/><\/span><\/div>\n<p><span style=\"font-family: arial;\">My hypothesis.<\/span><\/p>\n<div style=\"text-align: justify;\">\n<ul>\n<li><span style=\"font-family: arial;\">COVID changed how marketers &#8220;market&#8221; to customers, teaching a generation of marketers how to use a fusion of video and community (which both existed prior to COVID) increasingly fueled by AI (#tiktok) to sell to customers who &#8220;trust&#8221; those making the content.<\/span><\/li>\n<li><span style=\"font-family: arial;\">As more brands become good at Customer Media Marketing, response leaks out of Direct Response Marketing and Brand Marketing, causing those disciplines to become less effective.<\/span><\/li>\n<li><span style=\"font-family: arial;\">As Direct Response Marketing becomes less effective, more brands attempt to get the clicks that remain, driving up costs in a discipline that is simultaneously becoming less effective.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Direct Response Marketers, instead of embracing Customer Media Marketing, embrace Product Marketing channels like Marketplaces (i.e. Amazon), where they continue the tradition of paying a nominal fee for access to customers &#8230; ultimately transitioning from being a Direct Response Marketer to being a supplier for a Marketplace. The Direct Response Marketer becomes the &#8220;Dries Van Noten&#8221; to Nordstrom.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">Obviously, Direct Response Marketing isn&#8217;t &#8220;dead&#8221; as a small number of pundits might say. Rather, this is the end of an era. At some point, Customer Media Marketing will become too crowded, and a newer and more relevant version of Direct Response Marketing will emerge. But for today? Change is in the air.<br \/><\/span><\/p>\n<p><span style=\"font-family: arial;\">Why do I think change is in the air?<\/span><\/p>\n<p><span style=\"font-family: arial;\">When I analyze your data, there are clear trends, trends that accelerated post-COVID.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">Loyal Customers generally have similar repurchase rates over time.<\/span><\/li>\n<li><span style=\"font-family: arial;\">All other Customers generally have lower repurchase rates than they had in 2015-2019.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Regardless of Direct Response business model, it is becoming VERY difficult to acquire new customers at a reasonable cost.<\/span><\/li>\n<\/ul>\n<\/div>\n<div><span style=\"font-family: arial;\">There was a day a year ago when this all really started to click for me. I&#8217;m analyzing customer behavior (a hollowed-out middle of the customer file paired with customer acquisition challenges) while watching a <a href=\"https:\/\/www.youtube.com\/watch?v=TAigZ52X9XI&amp;pp=ygUZaGVhZHBob25lcy5jb20gb3BlbiBiYWNrIA%3D%3D\" target=\"_blank\">Headphones.com video about open-backed headphones<\/a> &#8230; meanwhile my wife is in her office watching live coverage of a &#8220;national de-cluttering day&#8221; &#8230; an all-day seminar hosted by de-cluttering experts. I don&#8217;t even know if this is the right link, i<a href=\"https:\/\/www.youtube.com\/@Clutterbug\" target=\"_blank\">f wrong, it&#8217;s similar<\/a>\u00a0&#8230; <a href=\"https:\/\/www.youtube.com\/c\/TheMinimalMom\" target=\"_blank\">maybe this one<\/a>.\u00a0That woman has a million followers and several hundred thousand views of popular videos. I mean, Joe Rogan and his ilk gets all the attention &#8230; but this stuff is everywhere, bubbling under the surface &#8230; and it is increasingly linked to ecommerce (i.e. Headphones.com).<\/span><\/div>\n<p><span style=\"font-family: arial;\">As a commenter said to me on LinkedIn &#8230; &#8220;YouTube is now the primary lead gen source for many businesses&#8221;.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Once you see this &#8230; and then see the connection to Community and Action Streams (capturing customer interactions like visiting your forum or website &#8230; then sending streams of emails to customers based on their forum\/website activity) &#8230; you realize that a chunk of activity that used to reside in Direct Response now resides in Customer Media Marketing.<\/span><\/p>\n<p><span style=\"font-family: arial;\">This evolution has been happening for the past five years &#8230; we&#8217;re just noticing it now.<\/span><\/p>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s the framework I am working on &#8230; as I learn more, I reserve the right to change the framework. My hypothesis. COVID changed how marketers &#8220;market&#8221; to customers, teaching a generation of marketers how to use a fusion of video and community (which both existed prior to COVID) increasingly fueled by AI (#tiktok) to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":244033,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[7471,11485,13773,13772,13774,1003],"dealstore":[],"offerexpiration":[],"class_list":["post-248462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-evolution","tag-happening","tag-hillstrom","tag-kevin","tag-minethatdata","tag-years"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: The Evolution Has Been Happening For Five Years - 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=248462\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: The Evolution Has Been Happening For Five Years - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Here&#8217;s the framework I am working on &#8230; as I learn more, I reserve the right to change the framework. 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