marketing – Page 2 – Twenty Third Floor

business tools, communication, creating value, customer value, data analysis, distribution, marketing, measurement, operational risk, optimisation, predictive modelling

How not to do SEO

11 January 2009

David Kirk

Search Engine Optimisation (SEO) is an unfortunately necessary part of driving traffic to discover a website. Good content is necessary but not sufficient. Why SEO is necessary A large percentage of web traffic is directed by search engines. After all, this is how Google has become the giant company that it is. I tried to…
Read more: How not to do SEO
communication, creating value, customer value, data analysis, distribution, insight, marketing, measurement, modelling, predictive modelling

5 Mistakes you make when you leave the science out of marketing

27 July 2008

David Kirk

Marketing is naively thought to be mostly art and very little science. While it is true that there is are elements of inspiration and creativity and passion involved, the balance of an effective strategic marketing role is heavily in favour of science. As a further point to consider, I put forward the proposition that much…
Read more: 5 Mistakes you make when you leave the science out of marketing
Actuarial and Risk, creating value, customer value, insight, insurance, life insurance, marketing

Will an individual investment product development role help towards actuarial consulting career?

23 July 2008

David Kirk

An old contact mailed me a couple of days ago asking my view on two possible actuarial positions. He was interested in whether either would be suitable preparation for a consulting or actuarial consulting role in future. I thought the answer might be of broader interest, so I’m copying it, with a little editing to…
Read more: Will an individual investment product development role help towards actuarial consulting career?
Actuarial and Risk, creating value, customer value, insurance, life insurance, marketing, measurement

Why premium size matters (more than you think)

23 June 2007

David Kirk

Most people involved with insurance recognise that more premium is better (ceteris paribus of course). This is usually true (and occasionally not) but while some of the reasons are obvious, there are a variety of more subtle factors to take into account. This post will cover many of these factors, and point out a few…
Read more: Why premium size matters (more than you think)
communication, marketing, measurement, optimisation

Measures, targets and Alchemy

30 May 2007

David Kirk

When a measure becomes a target, it ceases to be a good measure. I first heard this quote when dealing with performance measurement and remuneration structures for senior management. In that scenario, the danger is that you get exactly what you measure rather than the good behaviours related to or driven by the metrics chosen.…
Read more: Measures, targets and Alchemy
economics, marketing, modelling, news

Markets, unintended consequences and the spam in the Feudal System

27 May 2007

David Kirk

Ok, so the title will only make sense within the context of Blizzard’s hugely popular (and financially successful) World of Warcraft. WoW is, very simply, a multiplayer online game (and by multiplayer we’re not talking of 4 players here, but rather millions of players around the world) where players interact with other players and the…
Read more: Markets, unintended consequences and the spam in the Feudal System
data analysis, financial risk, marketing, measurement

Pricing and promoting businesses

8 February 2007

David Kirk

David Maister’s blog has an interesting post about the pricing and promotion strategy for a small home-based business. In this case, it’s a pre-school looking for a pricing and promotion strategy. As always, David Maister has some useful suggestions and no doubt his wealth of readers will add some real gold in terms of suggestions…
Read more: Pricing and promoting businesses
data analysis, marketing, measurement, optimisation, statistics

A bit of the science behind Google and PageRank

7 December 2006

David Kirk

I’ve said before that I’m not an expert on Search Engine Optimisation, but it certainly is an interesting area where businesses of all sizes can reap definite benefits from applying a little analysis, maths and science to the problem. Have a look at this article explaining, in reasonably simple terms, some of the background behind…
Read more: A bit of the science behind Google and PageRank

Twenty Third Floor

Figuring out the future and the now

Category: marketing

How not to do SEO

5 Mistakes you make when you leave the science out of marketing

Will an individual investment product development role help towards actuarial consulting career?

Why premium size matters (more than you think)

Measures, targets and Alchemy

Markets, unintended consequences and the spam in the Feudal System

Pricing and promoting businesses

A bit of the science behind Google and PageRank

About David Kirk

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