{"id":54370,"date":"2025-01-29T00:49:19","date_gmt":"2025-01-29T00:49:19","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-lost\/"},"modified":"2025-01-29T00:49:19","modified_gmt":"2025-01-29T00:49:19","slug":"kevin-hillstrom-minethatdata-lost","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=54370","title":{"rendered":"Kevin Hillstrom: MineThatData: Lost"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-2558363307594993903\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">There are many ways to tell if a marketing team is lost.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">One of the most important metrics is new customers acquired vs. new customers needed to maintain flat sales (or whatever your sales goal is). If you aren&#8217;t measuring this, you are already lost.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Meanwhile, we have email marketers.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Here&#8217;s how one brand treated me from 1\/1 &#8211; 1\/5.<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">January 1 = 3 Campaigns.<\/span><\/li>\n<li><span style=\"font-family: arial;\">January 2 = 3 Campaigns.<\/span><\/li>\n<li><span style=\"font-family: arial;\">January 3 = 5 Campaigns, Including 3 Within 9 Minutes of Each Other.<\/span><\/li>\n<li><span style=\"font-family: arial;\">January 4 = 3 Campaigns, Including 2 Sent Within 1 Minute of Each Other.<\/span><\/li>\n<li><span style=\"font-family: arial;\">January 5 = 3 Campaigns.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">That&#8217;s 17 Campaigns within 114 Hours. One every 6.7 hours. Throw out 8 hours of sleep per day and they sent me one every 4.8 hours.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Of the 17 Campaigns sent within 114 Hours &#8230; a total of zero (0) featured any merchandise above-the-fold. Zero (0). Every single message featured a percentage off, with anything goes between 30% and 60%.<\/span><\/p>\n<p><span style=\"font-family: arial;\">This is where the email marketer typically emails me (see what I did there), suggesting they are not lost, suggesting instead that the Management Team is lost because the Management Team demands they send this cadence with this style of messaging. That&#8217;s fine. But somebody is lost.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Now, it is possible that somebody A\/B tested these ideas and these ideas worked best.<\/span><\/p>\n<p><span style=\"font-family: arial;\">But if the cadence was not A\/B tested? Then the marketer is lost.<\/span><\/p>\n<div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgjrKKujj-5UIrpOXqYVdo9VtnDAXTcuKJ5O6obAFWm02DQOOz3MH04QQ5wvgp5r5FkfDOn9ux8vn3hU39nmunHisAAX-GOFBBjnCxHHSW4l6SyFb5WfJJWk7AkP7VBZ-nh9Kfn6aS20qVd4zaxaN-vnplc70yxi1tKGyQIBJgQo7aBszO2l0SawA\/s248\/mtd_20201231.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" data-original-height=\"248\" data-original-width=\"230\" height=\"400\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgjrKKujj-5UIrpOXqYVdo9VtnDAXTcuKJ5O6obAFWm02DQOOz3MH04QQ5wvgp5r5FkfDOn9ux8vn3hU39nmunHisAAX-GOFBBjnCxHHSW4l6SyFb5WfJJWk7AkP7VBZ-nh9Kfn6aS20qVd4zaxaN-vnplc70yxi1tKGyQIBJgQo7aBszO2l0SawA\/w371-h400\/mtd_20201231.jpg\" width=\"371\"\/><\/a><\/div>\n<p><span style=\"font-family: arial;\"><br \/><\/span><\/div>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">P.S.: Yes, my teams executed email marketing campaigns back in the day, and they executed campaigns where, at any time, a store manager could request that their campaign trumped the e-commerce message &#8230; and yes, at any time, four store managers could request that their campaigns trumped the e-commerce message and we had to prioritize which of the four store managers got to communicate to the individual customer. And if no store managers requested access to the customer, the customer received one of ten (10) possible campaigns, all ten with the same core marketing message but personalized with a different merchandise assortment based on prior customer purchases.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">My team did this. <b><span style=\"color: #bf9000;\"><u>In 2004 they did this.<\/u><\/span><\/b>\u00a0They were spectacular marketers\/analysts.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">So do not tell me how &#8220;difficult&#8221; your email marketing job is, resulting in having to send three campaigns to me within minutes of each other communicating different messages. Your email service provider would LOVE the opportunity to execute something sophisticated on your behalf.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">P.P.S.:\u00a0 My best e-commerce clients generate about 30% of annual sales from email marketing, and their programs are not communicating sale messages with varying percentages off every 6-7 hours. You&#8217;ll know when your email marketing program works well when you generate 20% to 40% of sales from email marketing. Generate less and your email marketing program isn&#8217;t working well as it should. Generate more and the rest of your marketing program is not working as well as it should.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>There are many ways to tell if a marketing team is lost. One of the most important metrics is new customers acquired vs. new customers needed to maintain flat sales (or whatever your sales goal is). If you aren&#8217;t measuring this, you are already lost. Meanwhile, we have email marketers.\u00a0 Here&#8217;s how one brand treated [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54371,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[13773,13772,5516,13774],"dealstore":[],"offerexpiration":[],"class_list":["post-54370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-hillstrom","tag-kevin","tag-lost","tag-minethatdata"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: Lost - 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=54370\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: Lost - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"There are many ways to tell if a marketing team is lost. One of the most important metrics is new customers acquired vs. new customers needed to maintain flat sales (or whatever your sales goal is). If you aren&#8217;t measuring this, you are already lost. Meanwhile, we have email marketers.\u00a0 Here&#8217;s how one brand treated [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=54370\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-29T00:49:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"230\" \/>\n\t<meta property=\"og:image:height\" content=\"248\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=54370#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Kevin Hillstrom: MineThatData: Lost\",\"datePublished\":\"2025-01-29T00:49:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370\"},\"wordCount\":459,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg\",\"keywords\":[\"Hillstrom\",\"Kevin\",\"LOST\",\"MineThatData\"],\"articleSection\":[\"Analytics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=54370#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=54370\",\"url\":\"https:\/\/fivemor.com\/?p=54370\",\"name\":\"Kevin Hillstrom: MineThatData: Lost - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg\",\"datePublished\":\"2025-01-29T00:49:19+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/fivemor.com\/?p=54370#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=54370\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/?p=54370#primaryimage\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg\",\"width\":230,\"height\":248},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fivemor.com\/?p=54370#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/fivemor.com\/?bp_activities=1\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Kevin Hillstrom: MineThatData: Lost\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Kevin Hillstrom: MineThatData: Lost - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=54370","og_locale":"en_US","og_type":"article","og_title":"Kevin Hillstrom: MineThatData: Lost - Som2ny Network","og_description":"There are many ways to tell if a marketing team is lost. One of the most important metrics is new customers acquired vs. new customers needed to maintain flat sales (or whatever your sales goal is). If you aren&#8217;t measuring this, you are already lost. Meanwhile, we have email marketers.\u00a0 Here&#8217;s how one brand treated [&hellip;]","og_url":"https:\/\/fivemor.com\/?p=54370","og_site_name":"Som2ny Network","article_published_time":"2025-01-29T00:49:19+00:00","og_image":[{"width":230,"height":248,"url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg","type":"image\/jpeg"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=54370#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=54370"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"Kevin Hillstrom: MineThatData: Lost","datePublished":"2025-01-29T00:49:19+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=54370"},"wordCount":459,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"image":{"@id":"https:\/\/fivemor.com\/?p=54370#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg","keywords":["Hillstrom","Kevin","LOST","MineThatData"],"articleSection":["Analytics"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=54370#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=54370","url":"https:\/\/fivemor.com\/?p=54370","name":"Kevin Hillstrom: MineThatData: Lost - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fivemor.com\/?p=54370#primaryimage"},"image":{"@id":"https:\/\/fivemor.com\/?p=54370#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg","datePublished":"2025-01-29T00:49:19+00:00","breadcrumb":{"@id":"https:\/\/fivemor.com\/?p=54370#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=54370"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/?p=54370#primaryimage","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/01\/mtd_20201231.jpg","width":230,"height":248},{"@type":"BreadcrumbList","@id":"https:\/\/fivemor.com\/?p=54370#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fivemor.com\/?bp_activities=1"},{"@type":"ListItem","position":2,"name":"Kevin Hillstrom: MineThatData: Lost"}]},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/54370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=54370"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/54370\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/media\/54371"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=54370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=54370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=54370"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=54370"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=54370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}