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.
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Feb
20
The case for rethinking broad reach paid media plans
In: ad waste, addressable marketing, advertising effectiveness, audiences, media planning, Movable Middle, Reach, ROAS
Comments Off on The case for rethinking broad reach paid media plans
Apr
28
New Marketing analytics for a new Covid-19 reality
In: ad waste, addressable marketing, marketing mix modeling, Mobile marketing Association, MTA
Comments Off on New Marketing analytics for a new Covid-19 reality
It isn’t business as usual for marketers and it can’t be business as usual for marketing analytics either. Here are three changes that analytics teams need to focus on.
Feb
20
Four targeting strategies that build stronger brands
In: ad waste, addressabale advertising, advertising, brand marketing, targeting
4 Comments
Targeting your own buyers and prime prospects with heavier media weight can increase sales by $100MM and build a stronger brand.