<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0"><channel><title><![CDATA[Andy Nilsen Consulting]]></title><description><![CDATA[Full-funnel marketing strategy and measurement consulting. Zillow and Chewy veteran. No-BS. Based in Bend, OR]]></description><link>https://www.anilsenconsulting.com/blog</link><generator>RSS for Node</generator><lastBuildDate>Wed, 03 Jun 2026 11:35:07 GMT</lastBuildDate><atom:link href="https://www.anilsenconsulting.com/blog-feed.xml" rel="self" type="application/rss+xml"/><item><title><![CDATA[Build a Creative Performance System That Actually Works]]></title><description><![CDATA[One question that never gets a good answer: "How is the new creative performing?" It's usually answered with a deck of cherry-picked metrics that can't be compared to anything and won't exist next quarter. Here's a better way, with an AI assist. Pull weekly creative-level data from your media platforms — going back as far as you can. Use conversion rates, not CPA or CTR. Index everything against a baseline of the total of the time period you pulled (X years). Bucket by brand vs. performance,...]]></description><link>https://www.anilsenconsulting.com/post/how-to-build-a-creative-performance-system-that-actually-tells-you-what-s-working</link><guid isPermaLink="false">6a1b9f247d0ab63731cd3aa6</guid><pubDate>Tue, 02 Jun 2026 02:38:31 GMT</pubDate><dc:creator>Andrew Nilsen</dc:creator></item><item><title><![CDATA[How not to measure creative]]></title><description><![CDATA[We've all heard the "creative is X% of marketing impact" stat. Stop citing it. You'll never prove it for your own brand, and trying will cost you more than it teaches you.  Just say creative is important and move on. Why? 1. 50% of what? CPA? ROAS? Volume? How are you going to report regularly on how well the creative drove ROAS or leads vs. the media? You won't. The idea that you'd give your creative team a goal of driving some defined amount of ROAS and the media team the balance is...]]></description><link>https://www.anilsenconsulting.com/post/how-not-to-measure-creative</link><guid isPermaLink="false">6a1df64f74254bcae0854756</guid><pubDate>Mon, 01 Jun 2026 21:15:07 GMT</pubDate><dc:creator>Andrew Nilsen</dc:creator></item><item><title><![CDATA[From Funnel to Demand Gen + Demand Capture]]></title><description><![CDATA["The funnel" construct causes more problems than it solves. Try Demand Generation and Demand Capture instead.  Demand Generation: Get people who haven’t engaged with your category or brand to do so. Get them into the “store.” Demand Capture: Get people already engaged in your category or brand to buy from you. Get them to the check out. It’s better than funnel stages because: 1. One fewer bucket to debate. 2. It reminds everyone that behavior is the outcome that matters most. It’s better than...]]></description><link>https://www.anilsenconsulting.com/post/from-funnel-to-demand-gen-demand-capture</link><guid isPermaLink="false">6a1df5ed74254bcae0854690</guid><pubDate>Mon, 01 Jun 2026 21:13:20 GMT</pubDate><dc:creator>Andrew Nilsen</dc:creator></item><item><title><![CDATA[Kill The Funnel]]></title><description><![CDATA[The marketing funnel has been a useful fiction for decades. But fiction doesn’t play nice with literal cultures. It's a useful shorthand. "That feels too low funnel" or "we need to go further up funnel" is easily understood in conversation. Keep it there. The trouble starts when literal-minded operators - a critical group in every org - treat it as established science and build entire team structures, budgets, KPIs and processes around it. Here's what breaks: Org structures built around...]]></description><link>https://www.anilsenconsulting.com/post/kill-the-funnel</link><guid isPermaLink="false">6a1df5607b6630756ef00f2e</guid><pubDate>Mon, 25 May 2026 21:11:02 GMT</pubDate><dc:creator>Andrew Nilsen</dc:creator></item></channel></rss>