Marketing and Research Consulting for a Brave New World
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Apr

15

Framework for managing brand vs performance advertising

In: advertising, brand equity, brand marketing, performance marketing, Product life cycle
5 Comments

The same ad unit cannot be optimal for both performance and brand marketing. How to decide what your brand needs now via an ad guidance system.

Nov

28

Rethinking how to build brands…beyond linear TV

In: advertising, Amazon, branding, digital marketing, Linear TV, Mobile marketing Association, TV, unified IDs
3 Comments

The top priority for marketers? Learn how to build brands via digital media because TV is no longer enough.

Oct

11

What will it take to get multi-touch marketing right?

In: advertising, data driven marketing, data science, digital marketing, DMP, facebook, marketing mix modeling, Mobile marketing Association, MTA, Multi Touch Attribution, programmatic advertising, shopper journey
Comments Off on What will it take to get multi-touch marketing right?

Why multi-touch attribution approaches will subsume marketing mix models to improve contemporary marketing.

Oct

8

Groundbreaking research: what drives smart phone users to use certain apps or websites?

In: advertising, mobile
Comments Off on Groundbreaking research: what drives smart phone users to use certain apps or websites?

Although the emphasis by mobile marketers has been on location-based marketing to reach the on-the-go consumer, new research proves 68% of consumer mobile phone use occurs at home.

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