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 […]
Sep
24
ROAS doesn’t get any respect…should it?
In: advertising effectiveness, advertising elasticity, Advertising ROI, Dorfman-Steiner, economics
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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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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.
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.