The ARF chose the right theme for its AM8.0 conference…measuring the unmeasured. As smartphones and tablets disrupt how people use media to be entertained, learn things and to shop, the measurement gap is increasing.
How important is it to measure multiplatform usage by consumers? Evidence provided to me in my interview with Gian Fulgoni, Chairman at [...]
Jun
11
May
31
Interviewing the New ARF President…Changing Media Habits, Rules for Brand Building
In: advertising, market research, marketing, media
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We need to face our CEOs and deliver insights, drive growth experiment to learn and then scale, vs. trying to create perfect measurement systems.
May
15
Marketers and media getting that synching feeling
In: advertising, digital marketing, media, mobile
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In a multiscreen era, Marketers need to measure and synch all digital behaviors across screens to use media to create brand growth
Apr
10
Four new approaches to consumer segmentation in a digital and social age
In: advertising, digital marketing, facebook, innovation, market research, marketing
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Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.
Mar
14
From mind marketing to behavior marketing
In: advertising, digital marketing, facebook, social media
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Marketing will transform from being a battle for the mind to becoming a battle for behaviors. And, the way we researchers measure brand progress must become more native to our digital lives.