Marketing and Research Consulting for a Brave New World
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Advertising’s role at helping customers to know how to think about your brand.

Is it time for a new kind of approach to estimating ad effectiveness?

In: A/B tests, advertising, baseball, Bayes, marketing mix modeling, marketing ROI, media, MTA, nate silver
Comments Off on Is it time for a new kind of approach to estimating ad effectiveness?

What is needed is a new kind of approach that is built for integration …not another model to estimate parameters from digital exhaust or spreadsheet data.

Test and learn…you’re testing but are you really learning?

In: A/B tests, advertising, causality, DISQO, Google ghost ads, RCT tests
Comments Off on Test and learn…you’re testing but are you really learning?

A/B testing can adjudicate a controversy about directing ad investment. But if not done right it becomes fake news.

The short and long of advertising…what marketers and researchers need to know

In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
Comments Off on The short and long of advertising…what marketers and researchers need to know

Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?

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