Ironically, some new analytics, AI based, methods can systematically understate…even invert…measured advertising impact, and lead teams to kill the very campaigns that are actually working.
Jan
8
How ad measurement can go very wrong and what to do about it
In: A/B tests, advertising, Advertising ROI, AI Causality, Ally Bank, doubly robust estimators, incrementality, RCT testing
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Jun
24
Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
In: addressable marketing, advertising, brand marketing, MMA Global, Movable Middle, performance marketing
Comments Off on Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
Forged in math and proven in practice, we now know broad reach media plans don’t enhance brand advertising — they undermine it. Stop splitting your media strategy. Brand and performance both improve by targeting audiences rich in Movable Middles. If interested, please contact me: joel@rubinsonpartners.com