I’ve been remiss in announcing here that I have an article featured on CMO.com: Empathetic Optimization: A Kinder, Gentler Approach To Profits. It went up two weeks ago and is still featured as one of the most popular articles on the site. What is empathetic optimization, you might wonder? From the article:
“It’s a disciplined approach to maximizing profit by understanding that metrics represent people. Customers and potential customers have motivations that are behind both their delighted purchases and disappointed purchases (both of which look like success to the business), as well as their near-purchases and nonpurchases (both of which look like failure to the business). The better you understand those motivations, the more opportunity you have to accommodate them, and the more you accommodate them, the more likely you are to generate incremental sales customer satisfaction, and to garner loyalty at the lowest possible cost.”
This is, fundamentally, what we’re about at [meta]marketer. I hope you get a chance to read it and, if you like, come back and leave a comment.