Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.
Jun
6
Sharpening marketing…the difference between segments and audiences and why it matters
In: audiences, media, segments, targeting
2 Comments
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.
Feb
6
Why does marketing fail so often and how can we do better?
In: advertising, data driven marketing, media, Mobile marketing Association, programmatic advertising, targeting
2 Comments
Enablement and better performance…now THAT’S one hell of a new value proposition for marketing research!
Jun
28
Lies, damned lies, and marketing statistics
In: brand loyalty, consumer segmentation, media, MTA, Multi Touch Attribution, programmatic advertising
4 Comments
Here are 4 marketing “truths”, only one of which is true. Can you guess which one?
Jan
30
Four marketing trends that researchers need to know about
In: advertising, Amazon, brand equity, consumer segmentation, customer journey, data driven marketing, digital marketing, DMP, market research, marketing mix modeling, media, Mobile marketing Association, MTA, Multi Touch Attribution, research transformation, segmentation, shopper insights, shopper journey, Walmart
2 Comments
As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.