Marketing and Research Consulting for a Brave New World
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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.

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.

Nov

19

Carry over effect of prior years of brand advertising on today’s sales

In: advertising, advertising effectiveness, advertising long term effects, Ally Bank, brand building, brand equity, brand marketing, Dynata, TransUnion
Comments Off on Carry over effect of prior years of brand advertising on today’s sales

Marketers now know that prior years of brand building can have a much bigger impact on current sales than previously thought.