Measuring the full effects of advertising is not done correctly but when a simple but critical concept is added, everything changes.
Aug
2
Why you are getting the wrong answer on advertising effectiveness
In: advertising, branding, consumer segmentation, customer journey, digital marketing, DMP, market research, MTA, Multi Touch Attribution
8 Comments
Jun
28
From Pleasantville Marketing to technicolor
In: advertising, digital marketing, media, mobile, programmatic advertising, segmentation
Comments Off on From Pleasantville Marketing to technicolor
Marketing dollars are fast moving to precision targeting of tightly defined segments. Mass mktg firsters: The train is leaving the station…all aboard!
Jun
8
What does marketing to the journey actually mean? (and what it will take)
In: advertising, customer journey, data driven marketing, digital marketing, DMP, unified IDs
Comments Off on What does marketing to the journey actually mean? (and what it will take)
Journeys, unified IDs, multi-touch attribution analysis are central interconnected parts to our marketing future. Here’s is how they fit together.
Apr
10
Marketing research needs a mission change more than a name change
In: advertising, data driven marketing, data science, digital marketing, market research, marketing mix modeling, media, mobile, Mobile marketing Association, MTA
Comments Off on Marketing research needs a mission change more than a name change
Examples of how Marketing Research can embrace data science to deliver marketing success not just insights.
Feb
14
Relating consumer segmentation and high performing audiences
In: advertising, big data, data driven marketing, digital marketing, programmatic advertising, research transformation
Comments Off on Relating consumer segmentation and high performing audiences
Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.