Marketing and Research Consulting for a Brave New World
Subscribe via RSS

The Movable Middle can be sized by using the Beta probability distribution…you just need to know who the category buyers are, and the share and repeat rate of the brand (maps to mean and variance of the Beta). In fact, the share of buyers is the first moment and the repeat rate from a markov matrix […]

Five things marketers don’t know about their best customers (and prospects)

In: addressable marketing, brand loyalty, marketing, targeting, Uncategorized
Comments Off on Five things marketers don’t know about their best customers (and prospects)

Your best customers should be your top priority for receiving additional media weight. Conversely, most non-buyers are your worst target

Brand equity refers to the size of a brand; brand health refers to its trajectory. Here are 8 signs if your brand is healthy.

The decision before the decision might be the more important one for marketers. Marketers need to learn about the opportunities inherent in influencing what are called second-order decision strategies.

Marketers must use new approaches and adopt a new corporate culture to become fast-learning organizations, or they will find their opportunities in the new normal defined by a future that is not of their own making.

MORE »