James Hurman

517 posts

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James Hurman

James Hurman

@jameshurman

I don't like X much, but I do need to look at it from time to time for work-related reasons :-) Better to follow me at https://t.co/bLoMmzenmQ

Auckland, New Zealand Katılım Mart 2009
127 Takip Edilen1.1K Takipçiler
James Hurman
James Hurman@jameshurman·
@danikarevell I’ll give you a copy for free if you want to stop by our studio :-)
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Danika Revell
Danika Revell@danikarevell·
Anywhere I can grab a copy of your book today in Tāmaki Makaurau? I can only see it online/overseas 😱 @jameshurman
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Mark Pollard
Mark Pollard@markpollard·
Where do strategists go after they leave advertising agencies and a career that I think averages at about ten years' long (inside an agency)? 1. Freelance, consult 2. Stay in professional services 3. Go client-side 4. Become a psychologist 5. Teach 6. Coach 7. Launch a start-up
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Shane O Leary
Shane O Leary@shaneoleary1·
'fuels a perception that Ehrenberg-Bass’ priority is not to support our profession in reaching a higher plane of understanding – it’s to confound us, to sow distrust, to win and to make sure others lose in the process,' mi-3.com.au/10-07-2023/its…
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James Hurman
James Hurman@jameshurman·
@Dollywaggon @shaneoleary1 Jason what are the competing theories? Everyone's research leads to the same theories. The argument is over who did the most scientific work to reach the same conclusion as everyone else.
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Jason Brownlee
Jason Brownlee@Dollywaggon·
There’s nothing wrong with having a dog in the commercial fight. What I’m not so keen on is the idea of there being enough room for everyone to have their own ideas - that’s nihilistic. What we should be striving for is fair competition between competing theories and explanations of marketing, with only the best prevailing.
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James Hurman
James Hurman@jameshurman·
@Dollywaggon @shaneoleary1 Not sure if you read the article Jason - I was pretty clear that the work of EBI is very good - just incomplete.
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Jason Brownlee
Jason Brownlee@Dollywaggon·
@shaneoleary1 The mi-3 piece left me with the impression that vested commercial interests in the ad effectiveness field are beginning to feel some competitive intellectual heat from the EBI’s rigorous work. I didn’t read anything here that falsified core EBI hypotheses.
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Shane O Leary
Shane O Leary@shaneoleary1·
As an aside, I wonder is it a coincidence that James references climate change denial in the piece...👀
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Jason Brownlee
Jason Brownlee@Dollywaggon·
I understand your point - I’m an ex-CMO and run my own business today. So far as I’m aware EBI tends to argue against marketing axioms and heuristics that are essentially unfalsifiable (like the 60/40 rule) ie you can’t test something that can’t be tested and generalised. From a scientific perspective, relying on unfalsifiable rules of thumb isn’t much different from putting one’s faith in leeches and the placebo effect in a medical context.
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Andrew J. Willshire
Andrew J. Willshire@ajwillshire·
@LeShann @shaneoleary1 The problem is (as I think they've said) is that doing a statistically robust test of something like 60/40 is near impossible. It should be incumbent on those forwarding a theory to present robust evidence.
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Kristian Hoareau Foged 💭
Kristian Hoareau Foged 💭@Kristian_Foged·
@danbarker It's a funny and witty reply, bit it's not really a debunking at all - OP said "from performance-CENTRIC to brand-centric". Focusing on one doesn't mean turning off the tap entirely on the other. AirBnB's CFO is the original one to make OP's point marketingweek.com/airbnb-cfo-per…
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dan barker
dan barker@danbarker·
You have to be very sceptical of educational content on LinkedIn. Here is a great example, where the original post has 5,000 likes, only to be completely debunked by a quick reply from a clever commenter. Worth reading if you are interested in marketing in some way.
dan barker tweet mediadan barker tweet media
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James Hurman
James Hurman@jameshurman·
@Robertc1970 @theodoreerasmus @ajwillshire @keerti_007 @LeShann Rob all the non-EBI folks , me included, acknowledge that there are lots of ways and lots of outliers to the general themes. Our point is more that it’s useful to have some understanding of what’s usually true. Know the rules to break them etc.
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Rob Campbell
Rob Campbell@Robertc1970·
@theodoreerasmus @ajwillshire @keerti_007 @LeShann He’s doing exactly the same thing as the person he’s accusing. Again, very smart - but operates with commercial self interest. We all do, but the lack of acknowledgement of other ways is frustrating - preferring to either deny or destroy and ultimate drive parity approaches.
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James Hurman
James Hurman@jameshurman·
@chriscablex @BinetLes Unsurprising but still disappointing. They should be nailing the practical application if their model includes charging for the practical application.
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Cable
Cable@MrCable0x·
@BinetLes Sad to see - the Dark Lord of rAdelaide 😂 Reminds me of when we tried to use EBI @ Diageo US for anything other than principles/teaching (ie: real, nuanced portfolio allocation stuff) they danced around questions and just wanted to do BCG style consulting projects for +$$$$ 🤷‍♂️
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James Hurman
James Hurman@jameshurman·
@opento @BinetLes @liseymacd That’s a good question. As is have they ever made an ad, worked in a marketing dept, worked in an agency or experienced any of the realities of marketing in practice. EBI’s work is valuable but it’s better when it’s combined with the work of those who have been at the coalface.
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esp
esp@opento·
@BinetLes Thank you, Les. This macho/bro culture from some is both unwelcome and unproductive. Behind the scenes, EBI clients have become less cult-like in the last year or two - though not in public. They're asking: has any EBI client successfully launched a new brand? @liseymacd
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James Hurman
James Hurman@jameshurman·
@thatrussellguy @ProfByron @adamferrier @BinetLes @janthonylong Yes generally. In my experience there are some categories where lifecycle is still important eg meal kit subscription where not nurturing existing customers has a demonstrable negative effect on revenue. But that should never be at the exclusion of building brand / MA.
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James Hurman
James Hurman@jameshurman·
@NZNationalParty Just a tip from someone younger - you speak into the bottom of the phone but you look into the top of the phone where the little circle is.
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NZ National Party
NZ National Party@NZNationalParty·
This is how much Labour values your money...
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James Hurman
James Hurman@jameshurman·
- Peloton (home fitness): –$2.83b - Robinhood (stock trading): –$1.03b - Pinterest (social network): –$96mm - Snap (social network): –$1.43b It's long been known that while performance marketing drives revenue growth, it's brand marketing that drives profitability.
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James Hurman
James Hurman@jameshurman·
For example - and these are mostly huge category-defining leaders like Airbnb... - Doordash (food delivery): –$1.36b - Uber (ridesharing): –$9.14b - Roblox (online gaming): –$924mm - Coinbase (crypto exchange): –$2.62b - Rivian (electric vehicles): –$6.75b
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James Hurman
James Hurman@jameshurman·
@FlyAirNZ is it okay with you that my wife has been on hold for more than 3 hours? Is there not some way of letting customers know you’re so understaffed that they should try you some other time?
James Hurman tweet media
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