Last year’s annual roundup of the top posts of the year was a big hit (in terms of traffic/clickthroughs to old posts). This year, I’m going to do something a bit different. In addition to listing my top 5 posts of the year in terms of traffic, I’m also going to list a few that got less traction, but which I humbly think are worth a read because they said something important/interesting.
My most-viewed posts of 2015:
1. The State of Digital Analytics in 2015 – it’s Adobe’s world, we’re just living in it. The digital analytics industry has been consolidating into the “marketing cloud” industry for some time, but the major vendors like Adobe and Google are each picking their own strategy. Bonus, I did a deep-dive into financial results for the Adobe Marketing Cloud in this post, and updated it here. I’ll be repeating a similar post in January.
2. Whither, IBM? I hesitated before writing this, but stand by it – not least because of the loud and strong support I got from my former colleagues at Big Blue. To understand what “company in transition” means at IBM, you have to understand how the company sees itself first. The future of Big Blue’s dominance in technology is a big question mark now. While I have more thoughts on this, I doubt I’ll write about them further. (You can still ask!)
3. Elon Musk is Wrong – We Aren’t Going to Colonize Mars – Partly a response to WaitButWhy’s series on Elon Musk and his well-publicized insistence that mankind must go to and colonize Mars; partly a rebuttal to the common internet enthusiasm for manned spaceflight. To be clear, I love and strongly support space exploration – but putting humans into space is mostly a waste of resources.
4. Reddit’s Growing Pains – Twitter’s not the clown car of social media. Reddit is. The “front page of the internet” is really anything but, and becoming less relevant with each passing year because of misguided priorities and bad leadership.
5. Three Charts That Explain “Omnichannel” – “Omnichannel” rivals only “big data” as an overused buzzword that seems to encompass whatever strategy an executive wishes to promote, but that doesn’t make it meaningless – only misused.
Here are some posts that I still think are interesting, but attracted fewer views:
1. Paradigm Shifts – the broad, long-term shift of consumer connectivity to mobile has major implications for the business of marketing, and particularly the marketing platform industry. We’re moving into an era of audience platforms – like social (FB), device (iOS/Android), services (Google) and commerce (Amazon) – whose dominance over the “open web” of today will change how marketing is done.
2. Collision Course – my exposure to the worlds of both ecommerce and marketing tech platforms revealed something interesting – both are headed directly into one another. I expect to see acquisitions and/or a lot more direct competition between the two in the very near future.
3. Measuring Up – our practices of employee performance management today are inadequate and inappropriate for a world that’s moved beyond the factory line, leaving both good employees frustrated and bad ones rewarded.
4. Ecommerce – Gradually, Then Suddenly – as a percentage of overall retail sales, U.S. ecommerce is still in single-digits territory – yet it’s already shaking up the established order, and re-creating the list of winners and losers over the next decade. Just as mobile adoption has hit its “hockey stick function” with accelerating adoption, ecommerce is doing the same.
Lately, I’ve also begun writing more on non-tech topics that I just find interesting from an investment or cultural perspective. My recent post on the quick service restaurant segment and micropayments are examples. Those were fun, especially if I can catch a burst of inspiration and enthusiasm as it’s building in my head. We’ll try more of those as time goes on!