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Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.

New Evidence…The Power of Movable Middle Targeting Across Sectors

In: ad waste, brand marketing, MMA Global, Mobile marketing Association, Movable Middle, ROAS, Viant
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Movable Middles are up to 23 TIMES more responsive paid media. Show this to your CFO the next time your ad budget is challenged.

Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach

It isn’t business as usual for marketers and it can’t be business as usual for marketing analytics either. Here are three changes that analytics teams need to focus on.

Targeting your own buyers and prime prospects with heavier media weight can increase sales by $100MM and build a stronger brand.