Marketing and Research Consulting for a Brave New World
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Apr

20

What the Best Metric in Sports Analytics Tells Marketers About Ad Effectiveness

In: A/B tests, addressabale advertising, addressable marketing, advertising, baseball, marketing mix modeling, marketing ROI, media, media planning
3 Comments

Using best in class math driven media tactics collectively can be expected to account for 70-75% of ad effectiveness at driving sales. Targeting alone can be as powerful as great creative at driving incremental sales

Mar

18

How do you want your customers to think about your brand?

In: advertising, brand building, brand positioning, brand strategy, brand trackers, branding, CTV, Linear TV, online video, Patrick Hanlon, Primal Branding, Seattles Best, Starbucks
Comments Off on How do you want your customers to think about your brand?

Advertising’s role at helping customers to know how to think about your brand.

Nov

22

Test and learn…you’re testing but are you really learning?

In: A/B tests, advertising, causality, DISQO, Google ghost ads, RCT tests
Comments Off on Test and learn…you’re testing but are you really learning?

A/B testing can adjudicate a controversy about directing ad investment. But if not done right it becomes fake news.

Oct

3

The short and long of advertising…what marketers and researchers need to know

In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
Comments Off on The short and long of advertising…what marketers and researchers need to know

Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?

Jul

7

Brand-building…what brand beliefs can you really move?

In: brand attributes, brand positioning, brand strategy, brand trackers, Movable Middle, trackers
5 Comments

Turn trackers into a predictive tool… input ad spending increases and alternative attributes

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