Ironically, some new analytics, AI based, methods can systematically understate…even invert…measured advertising impact, and lead teams to kill the very campaigns that are actually working.
-
Links
-
Recent Posts
- How ad measurement can go very wrong and what to do about it
- Why you need to cut your Upper Funnel in half
- Economic significance eats statistical significance for lunch
- Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
- Escape the Dead Zones…What’s Really Killing Your Ad Performance
- It is predictable that big share brands generate higher ROAS
- Cracking the Ad Responsiveness Code: A Tale of Two Theories
Categories
- A/B tests
- ad waste
- addressabale advertising
- addressable marketing
- advertising
- advertising attentiveness
- advertising effectiveness
- advertising long term effects
- Advertising ROI
- AI
- AI Causality
- Ally Bank
- Amazon
- ARF
- audiences
- baseball
- Bayes
- behavioral economics
- BehaviorLens
- big data
- brand attributes
- brand building
- brand equity
- brand extensions
- brand health
- brand lift
- brand loyalty
- brand marketing
- brand positioning
- brand strategy
- brand trackers
- branding
- causality
- CFO
- ChatGPT
- CMO
- 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
- doubly robust estimators
- Dunkin Donuts
- Dynata
- fivethirtyeight
- food and beverage
- futures
- GDPR
- Generative AI
- Google ghost ads
- growth
- identifiers
- incrementality
- 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 testing
- 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
Jan
8
How ad measurement can go very wrong and what to do about it
In: A/B tests, advertising, Advertising ROI, AI Causality, Ally Bank, doubly robust estimators, incrementality, RCT testing
Leave a Comment »
Dec
28
Cracking the Ad Responsiveness Code: A Tale of Two Theories
In: advertising, advertising effectiveness, Movable Middle, Reach, targeting
Comments Off on Cracking the Ad Responsiveness Code: A Tale of Two Theories
A new approach to contrast Movable Middle and broad reach media planning theories proves which is best.
Sep
30
How to Improve Advertising Attentiveness
In: advertising, advertising attentiveness, advertising effectiveness, MMA Global, Movable Middle
Comments Off on How to Improve Advertising Attentiveness
The most certain way to get more consumers to pay attention to your advertising is by targeting advertising to those who give a sh!t about your brand.
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
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.
May
19
Decoding advertising’s future…the Math, AI, wave
In: advertising, advertising effectiveness, AI, ChatGPT, Generative AI, Math, Movable Middle, targeting
1 Comment
Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.