# Tag Archives: exponential evolution

## Impact of an AdWords campaign

Some months ago, my friend Nacho gave me as a gift 75€ to be used in AdWords campaigns. I set up 3 of them: 2 of them promoting 2 Toastmasters clubs, the third one promoting this blog.

According to the campaign report the blog received 1,410 visits from the advertisements. The campaign ended in July and cost 51.96€; thus the average cost per click (CPC) was 0.037€.

I plotted in the following graphic what the total visits per month have been (blue line) and the total visits less the ones that originated from AdWords ads (green line).

Evolution of the blog.

You can see the big impact of the campaign: so far 26% of the visits came from it (since February, when I started the blog, to the end of November the blog received 5,434 visits), while the campaign was active up to 48% of the visits came from it.

Discounting the campaign (green line) we can still see that the pattern of the growth is not as smooth as we would expect. That is why I linearly interpolated visits from March to June (and in August, where you see that due to the low activity of the blog – holidays – there were less visits than the trend) and plotted the red line (adjusted).

Finally, I tried to see what trend line adjusted better to the growth of the blog, using the adjusted red line, and even though now it seems that follows closely a second grade polynomial I guess the evolution of the blog should follow an exponential (if any).

From this analysis I conclude that:

• The real impact of the AdWords campaign is the difference between blue and red lines, instead of blue vs. green ones. This would mean 243 extra click for free; this would have had a cost of ~9€, not much but a whole 17% extra than what I paid. Where did those extra clicks come from? E.g. people who saw the ad but didn’t click on it and did enter the blog, people who enter in the blog more times than the initial click…
• It could be predicted that the blog should have ~850 visits in December, and in January ~1,000, a year after it started (if indeed it follows the exponential pattern of evolution)… we’ll see.

Filed under Marketing

## After the year 2015, there will be no airplane crashes

When I was writing in the previous post about Alberto Dubois idea of evolution being exponential I had in mind the book “Augustine’s Laws”, to which I have referred many times in this blog.

Today, I read a very good article in last week’s issue of The Economist, “Defence spending in a time of austerity”, which describes the current situation of defence budgets around the World and how it will affect many programmes…

The article itself is referring to the computing evolution depicted by Dubois and some other exponential trends identified by Augustine, such as the increased use of computer power and software.

I especially liked the update of Augustine’s chart for the Law XVI which says:

“In the year 2054, the entire defence budget will purchase just one aircraft. This aircraft will have to be shared by the Air Force and Navy 3½ days each per week except for leap year, when it will be made available to the Marines for the extra day.”

Augustine's Law XVI chart, updated by The Economist.

Thus, in the last 25 years, since Augustine wrote his book, the business has not improved much. This situation provokes that different countries have to share weapons, e.g., C-17 transport aircraft (Strategic Aircraft Capability, operated for several countries from Hungary), SALIS (“Strategic Airlift Interim Solution”, chartering of ex-soviet An-124 to NATO countries)…

One of the most striking situations that may come to happen is that UK and France share two aircraft carriers. Carriers were considered essential to have control over oceans… however, if France is going to scale its fleet down to one single carrier: what would happen during the long months when it will be in overhaul?

Lately there have been much discussion about this sharing scheme, though it is still denied by officials. Consider that just back in 1940, the British Royal Navy destroyed much of the French fleet in the Operation Catapult.

Other interesting point is the trend towards using unmanned aircraft versus piloted ones. Already in the “Aircraft Investment Plan Fiscal Years (FY) 2011-2040” (PDF, 0.2MB) that the US Air Force submitted together with its FY11 budget request, it forecasted that the number of unmanned aircraft will almost triple in the next ten years, while the rest of fleets would be either just renewed or decreased.

Nevertheless, this may never come to happen if we take Augustine’s Law Number XIV:

“After the year 2015, there will be no airplane crashes. There will be no takeoffs either, because electronics will occupy 100 percent of every airplane’s weight”.

Last Saturday, a friend and I attended TEDxMadrid, an independently organized TED event in which several speakers presented some “ideas worth spreading” as the TED slogan goes.

The event took place in HUB Madrid, a “unique ecosystem designed to enable individuals ranging from corporate executives to community leaders, from policy-makers to entrepreneurs and freelance professionals to thrive. It is an office and events space where you can access social business ideas, innovation, knowledge, market opportunities, inspiration and experience” as they put it.

The event was streamed and the videos so far are available here. It was also funny to see the twitting activity that took place among the people being at the meeting (check #tedxmad, #tedxmadrid…).

A summary of each talk was made in the form of sketch boards by Puño & Gorriti that are available in flicker.

At the end of the event there was a short performance of impromptu theatre by “Impromadrid Teatro”, it was a funny experience. I have a friend who also has an impromptu theatre company in Madrid, “Impronta Compañía de Teatro Espontáneo”, I must go to one of their performances!

I still have to mentally “re-work” many of the things we heard and saw, and look for the many webs, books and ideas that were raised. Nevertheless, in this post I already wanted to share some thoughts that I took with me:

• Slavery. It was commented by Antonella that in the last TED she learnt about “Free the Slaves”, an organization that liberates slaves around the world… slaves in the XXI century? We hear about women obliged to work as prostitutes or children working in some hidden factories… but when I heard the figure 27 million of them, I was shocked.
• To be exponential in our thoughts. Alberto Dubois showed in his talk how evolution is exponential (human evolution, computing evolution, genome decoding evolution…) but we are normally linear in our thinking. We may apply the “exponential” way of thinking to many other fields, think of it.
• BRINKs. We all have heard about the BRICs (the term coined by Goldman Sachs to refer to Brazil, Russia, India and China) or the PIGS (the term coined by Anglo-Saxon economists, used by FT, to refer to Portugal, Italy, Greece and Spain – lately Ireland and Great Britain as well), Alexander van de Putte introduced the BRINKs. This term refers to Brazil, Russia, Iraq, Nigeria and Kazakhstan, the countries which increased oil production will defer (once again) the estimates for the peak oil.

Finally, I wanted to thank C. Todd, Javier, Derek and Antonella for the great effort they have put into this event.

For those of you who could not attend this event but would have wished to do so, be aware that a similar event will take place in a month from now in Madrid, TEDxSol, on October 5th.