More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.
Oct
21
What is wrong with marketers wanting more reach with their advertising? Plenty!
In: advertising, Marc Pritchard, marketing ROI, media, media planning, Procter and Gamble, programmatic advertising, ROAS, targeting
1 Comment
Sep
9
How Netflix will transform brand marketing when it offers advertising
In: advertising, Amazon, brand marketing, data driven marketing, digital marketing, facebook, google, marketing ROI, Netflix, shopper marketing, targeting, TV, unified IDs
3 Comments
Netflix could create a best in class cross-device advertising platform to target the right BRAND-BUILDING narrative to the right person.
Jul
9
How baseball helped me succeed in marketing research and analytics
In: advertising, baseball, data science, digital marketing, market research, marketing, marketing mix modeling, marketing ROI, MTA, Multi Touch Attribution, nate silver, new products, research transformation, statistics
7 Comments
How to transform the way marketing works…to be agile, data driven, predictive…like baseball did 15 years ago
Jun
27
When advertising appears to fail is it really just a measurement problem?
In: advertising, digital marketing, Marc Pritchard, market research, marketing mix modeling, marketing ROI, Multi Touch Attribution
1 Comment
Sensitive measurement system for ad effects…tune to behavior not surveys, large scale vs. small scale, user level vs. aggregated modeling.
Aug
14
The new marketing science of targeting
In: advertising, ARF, consumer segmentation, marketing ROI, new products, non-buyers, programmatic advertising
Comments Off on The new marketing science of targeting
50% of programmatic ad spend is wasted on bad targets. Here is a new ROAS forecasting tool to get targeting right.