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A winding path to marketing and analytics

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A winding path to marketing and analytics

Tom Snyder is an agency content marketing manager at Hot Dog Marketing in Austin, Texas. His creative roots in copywriting and his passion for analytics are good examples of the kind of all-around game marketers need to bring to the evolving digital playing field. It also brings needed perspective to a question everybody with a tight budget is asking: How do you know when you have enough data? Is it the right kind of data? We caught up with Tom to hear what he had to say.

What led you to marketing?

Like most, I would say I have a pretty winding career path. After I graduated college, I was a high school math teacher for a couple of years and then I owned my own small business for a few years. I bought a failing coffee shop and to turn it into a success I had to learn how to market, connect with an audience and build a brand. So that’s really where I got my first taste of what marketing is. And then I sold the coffee shop since I got a little tired of running it. It’s exhausting. I got a job as a copywriter at a small digital marketing agency near Austin to get my foot in the door. 

I’ve been working there for the past few years and was promoted to content marketing manager. I lead all the brand messaging projects, strategy marketing, strategy projects, and manage the content team.

What do you enjoy most about marketing?

So what I like and actually what I really like is presenting to clients and doing discovery meetings and some of those strategic pieces and communication pieces. But I also really enjoy the analytical side of it, like data analysis. I have some chops in data analytics and I like finding and pulling insights from those sorts of things.

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When it comes to analytics, do you feel like you have too much information or not the right information or what?

Not enough information or not the right information. Typically the really valuable information is the stuff that just costs a lot of money. And so I don’t have the resources to tap into that information. It’s not just publicly available.

One of the issues that I’ve felt is that as many excellent insights as I could gain from buying a data set, like I just can’t ever get approval on the purchase. You know what I mean? So, that’s tough. And if I’m not going to purchase the data set, then starting a proprietary data set is one of the things that I really want to move more into. I’ve done a little bit, but that’s also been just a hard sell to convince clients to do that. But there’s so much value in it, I think it’s incredibly useful. I can even prove the value. But it’s a tough sell because it’s expensive. It takes a long time to show results.

Is there a particular piece of jargon or buzzword that bothers you?

Machine learning is one that I find is misused. Most people don’t need machine learning at all. They just need data analysis. They don’t actually need modeling, it would be overkill. Like trying to cut a birthday cake with a chainsaw.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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