Necessary for brand growth is growing your customer base, but don’t assume your top advertising goal is to attract new customers. The best way to grow your customer base is through increased retention.
Aug
23
Are you doing all you can to retain your own customers?
In: brand trackers, customer relationships, customer retention, market research, media planning, Repeat rate, targeting
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Apr
20
What the Best Metric in Sports Analytics Tells Marketers About Ad Effectiveness
In: A/B tests, addressabale advertising, addressable marketing, advertising, baseball, marketing mix modeling, marketing ROI, media, media planning
3 Comments
Using best in class math driven media tactics collectively can be expected to account for 70-75% of ad effectiveness at driving sales. Targeting alone can be as powerful as great creative at driving incremental sales
Oct
3
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
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Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?
Jul
15
Disruptive marketing ideas from my body of published work
In: addressable marketing, advertising, ARF, brand equity, brand loyalty, digital marketing, Linear TV, marketing ROI, media planning, Mobile marketing Association, Movable Middle, Multi Touch Attribution, ROAS, segmentation, TV, walled gardens
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My body of most disruptive work, all in one place, available for free download
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
More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.