I have a tee-shirt that says in a math equation, “be greater than average”. It’s fun to see people decipher the equation and then say, “I get it!” Anyway, I am going to tell you how to NOT be greater than average. That is by inadvertently practicing “Templated marketing”…a recipe for being no better than […]
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Nov
3
The curse of templated marketing
In: advertising, advertising elasticity, Advertising ROI, Bud Light, Cracker Barrel, Dorfman-Steiner
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Sep
24
ROAS doesn’t get any respect…should it?
In: advertising effectiveness, advertising elasticity, Advertising ROI, Dorfman-Steiner, economics
Comments Off on ROAS doesn’t get any respect…should it?
ROAS* is the Rodney Dangerfield of media metrics. Gets not respect…after all, who needs to know whether advertising has generated any business value? And who needs a disciplined way to set the advertising budget when we already have the industry’s trusted planning methodology: “Hey, let’s plus that thing up a bit this year.” Or, “Sales […]