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.
Mar
17
How marketers can consistently out-perform the average
In: brand marketing, data driven marketing, MRX, ROAS, targeting
1 Comment
Discover math-driven marketing strategies to surpass industry averages and boost growth. Focus on targeting the Movable Middle, heavy users, and maximizing repeat rates to drive customer retention. Measure effectiveness, generalize findings, and refine media tactics to enhance advertising performance and achieve greater-than-average results in a competitive landscape.
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