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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Blogroll
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
Nov
29
Over 26 years, evidence for targeting your advertising impressions
In: ad waste, addressabale advertising, advertising, audiences, programmatic advertising, ROAS, targeting
3 Comments
Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach
Oct
8
Retail Media…coming on like a freight train
In: A/B tests, addressabale advertising, addressable marketing, Amazon, Retail media
Comments Off on Retail Media…coming on like a freight train
What product marketers need to know about retailers becoming AdTech…a large and growing advertising channel.
Jul
20
Five things marketers don’t know about their best customers (and prospects)
In: addressable marketing, brand loyalty, marketing, targeting, Uncategorized
Comments Off on Five things marketers don’t know about their best customers (and prospects)
Your best customers should be your top priority for receiving additional media weight. Conversely, most non-buyers are your worst target