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.
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- How ad measurement can go very wrong and what to do about it
- Why you need to cut your Upper Funnel in half
- Economic significance eats statistical significance for lunch
- Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
- Escape the Dead Zones…What’s Really Killing Your Ad Performance
- It is predictable that big share brands generate higher ROAS
- Cracking the Ad Responsiveness Code: A Tale of Two Theories
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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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May
16
Escape the Dead Zones…What’s Really Killing Your Ad Performance
In: ad waste, addressable marketing, advertising, Advertising ROI, brand marketing, Movable Middle
1 Comment
Broad reach media plans don’t build brands — they bury them…in Dead Zones, where ad impressions are engineered to fail.
Apr
9
It is predictable that big share brands generate higher ROAS
In: Advertising ROI, Movable Middle, ROAS
Comments Off on It is predictable that big share brands generate higher ROAS
How can a smaller share brand compete with a reduced ad budget? advantage? Construct audiences where it is a larger share brand.