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Using best in class math driven media tactics collectively can be expected to account for 70-75% of ad effectiveness at driving sales. Targeting alone can be as powerful as great creative at driving incremental sales

Is it time for a new kind of approach to estimating ad effectiveness?

In: A/B tests, advertising, baseball, Bayes, marketing mix modeling, marketing ROI, media, MTA, nate silver
Comments Off on Is it time for a new kind of approach to estimating ad effectiveness?

What is needed is a new kind of approach that is built for integration …not another model to estimate parameters from digital exhaust or spreadsheet data.

Test and learn…you’re testing but are you really learning?

In: A/B tests, advertising, causality, DISQO, Google ghost ads, RCT tests
Comments Off on Test and learn…you’re testing but are you really learning?

A/B testing can adjudicate a controversy about directing ad investment. But if not done right it becomes fake news.