Marketing and Research Consulting for a Brave New World
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Here’s how brand equity fits into the performance equation. Media scientists…it might be your biggest factor at driving advertising ROI.

As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.

Performance marketing is about targeting. Brand marketing is about message. With the right tools, balance can be achieved.

Ad tech data don’t conform to sampling theory but if researchers don’t use them, they miss out on driving growth with higher marketing ROI which is the goal.

Retailers are becoming publishers and ad networks, offering reach, unified IDs and a way to target active shoppers that can dramatically improve marketing ROI. Amazon could turn the big 2 into the big 3.

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