Get Shouty

Signals in the noise
August 12, 2019, 10:57 am
Filed under: Digital Strategy, triangulation

The marketing discipline continues to evolve and has become a complex, rapidly changing, and noisy daily battle. Cutting through this noise and measuring the signals that matter is an increasingly difficult challenge.

I think measurement is about designing for success and then finding new ways to win.

The first question to ask is what counts?

Talking to Marketing Week, Catherine Newman, chief marketing officer for The Times and Sunday Times said

Mass reach is an obsession with people when it comes to digital and the internet,” , contending that it is better to reach 10,000 who have interacted with a brand and are like-minded rather than 1m people but not know who they are.

“It’s not useful to flood the market when it may be cheap but not effective,” she reasoned. “People have to question what metric they’re chasing…”

I came across this fabulous POV over Origami Logic.

(click for a larger version)

 Marketing signals — unlike traditional metrics or data — include multi-dimensional measures of quality and relevance to ensure they generate the best and most valuable insights. Additionally, calculations of KPIs specific to campaign objectives and categorization of performance by brand, country, product, etc., add context to the data and make results more relevant to the business. Finally, marketing signals blend science (numbers and metrics) with art (creative, copy, metadata, and strategy) to comprehensively illustrate what is working.

Simply put, marketing signals go beyond representing results. They reach further, bridging the gap between raw data and insights, allowing marketers to gain immediate and clear direction on where opportunities lie and how to further improve results.

I’m liking the the notion of signal over score, of engagement over impression and fundamentally of objective over everything.

I love to do what counts first and then count what we do.

A plan for planning
August 9, 2019, 12:01 pm
Filed under: Experience, passion, triangulation
Found a gorgeous planning and strategy scrap book yesterday that is full of perspective tools and truthyness.
Like this:
You can see and download it from here : The Strategy and Planning Scrap Book
Made me think of some other  resources I have in the cupboard…
Online Courses


Growth Program

how long is the truth?
January 7, 2014, 12:40 pm
Filed under: Digital Strategy, The Rules, triangulation, Zeitgeist

triangulating favourite things

Had an interesting question about the triangulation exercise– how long should it be?

In a true form I’d have to say: How long is the truth?

I’ve put the challenge forward with ‘manifest the outcome how you like…’

I do know that the blank page is the hardest to start with and the that structure is a fine tool to get the ball rolling….

So to help actually answer the question I can put forward some options on process and practice:

  • I’m a big fan of visual thinking as a tool to explore intersection- to mine where commonality lies and to use it to find a singular point of truth
    • the above was a bit of a joke for a mate (if you’re not a Top Gun fan- it means that the absolute truth between his three favourite things is that they FVROOM/ Doppler effect/or can disappear out of sight in a second)
      • this was a while ago- today I’d say that the intersection could be brought to life by Archer
      • this might mean that you could structure a deck like this:
        • Demonstrate key learnings/ Identify themes: one chart each on the major themes of each of the articles
        • Explore intersections: commonalities between each article
        • The absolute truth- your key out take/ observation/ pov
  •  When I started doing these exercises myself as blog posts I tried to keep them around 300 words

I’d love to see a podcast, an interpretive dance, a cartoon if that can take us on a journey of your thinking.

I’m as interested in what you see along the way as the destination of your journey.

Anyhoo- good luck, and thanks for asking.

triangulation and the apparent truth
January 6, 2014, 12:36 pm
Filed under: triangulation


In social science triangulation is defined as the mixing of data or methods so that diverse viewpoints or standpoints cast light about a topic.

You can use it to unpick bias in news reporting, and  in design you’d use it to find ‘apparent truth’.

I like that term. Apparent truth. It feels like chocolate.

If you want a bit of substantiation here’s a paper full of fruit cake dense notions like ‘epistemological chasms’, ‘empiricist view points’ and ‘hypothetico- deductive methods’.

I’ve written about personal taxonomies, my Bowerbird ways, and general bricolage and pirate treasure pursuits for collecting stimulus. What I’m looking forward to exploring (with my team and you if you like) is how stimulus can used to grow perspective: both and the practice of developing perspective and the articulation of your thoughts.


So what’s going to happen here is a weekly challenge to triangulate three ‘cultural objects’.


Randomly selected by me with the only selection criteria that I found it recently and I think there’s something interesting in the intersection.


  • A group practice in order to generate a dialectic of learning
    • Examine the contrasts between what seems self-evident, what seems to underlie the lay  discourses, what appears to be generally true and what differences arise when comparing all these with ‘official’ interpretations.
    • Build interpretation skills
      • Move away from the fetishism of quantative research methods (ooo!)
    • Deepen and widen your understanding of culture

So here’s the challenge

Read and form a perspective on what these three things say about ‘culture’:

Join in! Manifest it how you like- I’ll get back to you on the conversation this prompts at the end of the week and whatever objects are created…