ROAS* is the Rodney Dangerfield of media metrics. Gets not respect…after all, who needs to know whether advertising has generated any business value? And who needs a disciplined way to set the advertising budget when we already have the industry’s trusted planning methodology: “Hey, let’s plus that thing up a bit this year.” Or, “Sales […]
-
Links
-
Recent Posts
- ROAS doesn’t get any respect…should it?
- An Economist View…How Advertising Creates Value for Consumers
- Where the advertising landscape is headed by 2030 and why (and what to do about it)
- Death by a Thousand Cuts…how Markov analytics can reveal your brand’s Future
- Are You Only Doing Acceleration Marketing?
- How ad measurement can go very wrong and what to do about it
- Why you need to cut your Upper Funnel in half
Categories
- A/B tests
- ad waste
- addressabale advertising
- addressable marketing
- advertising
- advertising attentiveness
- advertising effectiveness
- advertising elasticity
- advertising long term effects
- Advertising ROI
- AI
- AI Causality
- Ally Bank
- Amazon
- ARF
- audiences
- baseball
- Bayes
- behavioral economics
- BehaviorLens
- big data
- brand attributes
- brand building
- brand equity
- brand extensions
- brand forecasting
- brand health
- brand lift
- brand loyalty
- brand marketing
- brand positioning
- brand strategy
- brand trackers
- branding
- California
- causality
- CFO
- ChatGPT
- CMO
- concept testing
- confidence intervals
- consumer segmentation
- consumer surplus
- consumer value creation
- content marketing
- CTV
- customer experience
- customer journey
- customer relationships
- customer retention
- data driven marketing
- data quality
- data science
- digital marketing
- DISQO
- DMP
- Dorfman-Steiner
- doubly robust estimators
- Dunkin Donuts
- Dynata
- economics
- fivethirtyeight
- food and beverage
- futures
- GDPR
- Generative AI
- Google ghost ads
- growth
- identifiers
- incrementality
- innovation
- Linear TV
- listening
- Marc Pritchard
- market research
- marketing
- marketing analytics
- marketing mix modeling
- marketing ROI
- Markov
- markov chains
- Markov matrix
- Markov repeat rates
- Math
- media
- media planning
- Micro economics
- MMA Global
- mobile
- Mobile marketing Association
- Movable Middle
- MRX
- MTA
- Multi Touch Attribution
- nate silver
- Netflix
- new products
- New York State
- non-buyers
- NYU
- Oliver Anthony
- online video
- OpenAI
- path to purchase
- Patrick Hanlon
- performance marketing
- population trends
- Presidential election
- price theory
- Primal Branding
- Procter and Gamble
- Product life cycle
- programmatic advertising
- RCT testing
- RCT tests
- Reach
- recession
- Repeat rate
- research
- Research is Cool
- research transformation
- retail
- Retail media
- ROAS
- Seattles Best
- segmentation
- segments
- shopper insights
- shopper journey
- shopper marketing
- social media
- Starbucks
- stat testing
- state population
- statistics
- synthetic data
- targeting
- The MMA
- trackers
- TransUnion
- TV
- Uncategorized
- unified IDs
- Viant
- walled gardens
- Walmart
- yahoo
Frequent Tags
360 media advertising amazon ARF behavioral economics branding brand loyalty brands brand tracking digital marketing facebook google listening marketing market research media mobile path to purchase programmatic advertising research research transformation retail shopper marketing social media targeting twitterArchives
Blogroll
Sep
24
ROAS doesn’t get any respect…should it?
In: advertising effectiveness, advertising elasticity, Advertising ROI, Dorfman-Steiner, economics
Leave a Comment »
Dec
28
Cracking the Ad Responsiveness Code: A Tale of Two Theories
In: advertising, advertising effectiveness, Movable Middle, Reach, targeting
Comments Off on Cracking the Ad Responsiveness Code: A Tale of Two Theories
A new approach to contrast Movable Middle and broad reach media planning theories proves which is best.
Sep
30
How to Improve Advertising Attentiveness
In: advertising, advertising attentiveness, advertising effectiveness, MMA Global, Movable Middle
Comments Off on How to Improve Advertising Attentiveness
The most certain way to get more consumers to pay attention to your advertising is by targeting advertising to those who give a sh!t about your brand.
Jul
8
Stop chasing reach…evidence that Movable Middles are the real gold mine
In: ad waste, addressable marketing, advertising effectiveness, advertising long term effects, Ally Bank, MMA Global, Movable Middle, Multi Touch Attribution, statistics, TransUnion
Comments Off on Stop chasing reach…evidence that Movable Middles are the real gold mine
Marketing is not like slicing off a chunk from a loaf of bread where you get more in a bigger chunk. At some point, as you strive for more reach, you are moving ad impressions from high Movable Middle audiences to low Movable Middle audiences…not a good deal.
Feb
20
The case for rethinking broad reach paid media plans
In: ad waste, addressable marketing, advertising effectiveness, audiences, media planning, Movable Middle, Reach, ROAS
Comments Off on The case for rethinking broad reach paid media plans
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.