50% of programmatic ad spend is wasted on bad targets. Here is a new ROAS forecasting tool to get targeting right.
Aug
14
The new marketing science of targeting
In: advertising, ARF, consumer segmentation, marketing ROI, new products, non-buyers, programmatic advertising
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Jun
28
Lies, damned lies, and marketing statistics
In: brand loyalty, consumer segmentation, media, MTA, Multi Touch Attribution, programmatic advertising
4 Comments
Here are 4 marketing “truths”, only one of which is true. Can you guess which one?
Mar
16
Why brand equity matters even to performance marketing
In: advertising, Amazon, ARF, behavioral economics, brand equity, brand loyalty, branding, consumer segmentation, digital marketing, programmatic advertising, targeting
4 Comments
Here’s how brand equity fits into the performance equation. Media scientists…it might be your biggest factor at driving advertising ROI.
Jun
28
From Pleasantville Marketing to technicolor
In: advertising, digital marketing, media, mobile, programmatic advertising, segmentation
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Marketing dollars are fast moving to precision targeting of tightly defined segments. Mass mktg firsters: The train is leaving the station…all aboard!
Feb
14
Relating consumer segmentation and high performing audiences
In: advertising, big data, data driven marketing, digital marketing, programmatic advertising, research transformation
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Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.