Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.
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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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.
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
2 Comments
My body of most disruptive work, all in one place, available for free download