Marketing is not like slicing off a chunk from a loaf of bread where you get more in a bigger chunk. At some point, as you strive for more reach, you are moving ad impressions from high Movable Middle audiences to low Movable Middle audiences…not a good deal.
-
Links
-
Recent Posts
- How my model beat Nate Silver at predicting the 2024 election results
- How to Improve Advertising Attentiveness
- Stop chasing reach…evidence that Movable Middles are the real gold mine
- The case for rethinking broad reach paid media plans
- Carry over effect of prior years of brand advertising on today’s sales
- What Oliver Anthony Can Teach Us About Brand Building
- Are you doing all you can to retain your own customers?
Categories
- A/B tests
- ad waste
- addressabale advertising
- addressable marketing
- advertising
- advertising attentiveness
- advertising effectiveness
- advertising long term effects
- AI
- Ally Bank
- Amazon
- ARF
- audiences
- baseball
- Bayes
- behavioral economics
- BehaviorLens
- big data
- brand attributes
- brand building
- brand equity
- brand extensions
- brand health
- brand loyalty
- brand marketing
- brand positioning
- brand strategy
- brand trackers
- branding
- causality
- ChatGPT
- concept testing
- confidence intervals
- consumer segmentation
- content marketing
- CTV
- customer experience
- customer journey
- customer relationships
- customer retention
- data driven marketing
- data quality
- data science
- digital marketing
- DISQO
- DMP
- Dunkin Donuts
- Dynata
- fivethirtyeight
- food and beverage
- futures
- GDPR
- Generative AI
- Google ghost ads
- growth
- identifiers
- innovation
- Linear TV
- listening
- Marc Pritchard
- market research
- marketing
- marketing analytics
- marketing mix modeling
- marketing ROI
- markov chains
- Markov matrix
- Markov repeat rates
- Math
- media
- media planning
- MMA Global
- mobile
- Mobile marketing Association
- Movable Middle
- MRX
- MTA
- Multi Touch Attribution
- nate silver
- Netflix
- new products
- non-buyers
- NYU
- Oliver Anthony
- online video
- path to purchase
- Patrick Hanlon
- performance marketing
- Presidential election
- Primal Branding
- Procter and Gamble
- Product life cycle
- programmatic advertising
- RCT tests
- Reach
- recession
- Repeat rate
- research
- Research is Cool
- research transformation
- retail
- Retail media
- ROAS
- Seattles Best
- segmentation
- segments
- shopper insights
- shopper journey
- shopper marketing
- social media
- Starbucks
- stat testing
- statistics
- synthetic data
- targeting
- The MMA
- trackers
- TransUnion
- TV
- Uncategorized
- unified IDs
- Viant
- walled gardens
- Walmart
- yahoo
Frequent Tags
360 media advertising ARF behavioral economics branding brand loyalty brands brand tracking digital marketing facebook google innovation listening marketing market research media mobile path to purchase programmatic advertising research research transformation retail shopper marketing social media targeting twitterArchives
Blogroll
Jul
8
Stop chasing reach…evidence that Movable Middles are the real gold mine
In: ad waste, addressable marketing, advertising effectiveness, advertising long term effects, Ally Bank, MMA Global, Movable Middle, Multi Touch Attribution, statistics, TransUnion
Comments Off on Stop chasing reach…evidence that Movable Middles are the real gold mine
Nov
19
Carry over effect of prior years of brand advertising on today’s sales
In: advertising, advertising effectiveness, advertising long term effects, Ally Bank, brand building, brand equity, brand marketing, Dynata, TransUnion
Comments Off on Carry over effect of prior years of brand advertising on today’s sales
Marketers now know that prior years of brand building can have a much bigger impact on current sales than previously thought.