Table of contents

Marketing is Hard Easy

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

Offline Marketing
Public Relations
Other offline marketing
New channels