Table of contents

Marketing is Hard Easy

Introduction
What’s with the book title?
What is marketing?

Core principles
Tylenol vs Vitamins
Why your company should not use Big Data
Attribution Part 1: Attribution is hard
Attribution Part 2: Attribution is Easy

Marketing Research
Behavior vs Intention
Low-cost behavior testing
Funnels and high volume testing
Proving it is impossible

Customer lifetime value
Customer lifetime value: the foundation of marketing
Increasing customer lifetime value

Online Marketing
Paid search
Landing pages
Natural Search
Email marketing
Facebook: Advertising
Facebook: Social Engagement
Other display advertising
Affiliates

Offline Marketing
Television
Public Relations
Branding
Other offline marketing
New channels

Conclusions