Marketers now know that prior years of brand building can have a much bigger impact on current sales than previously thought.
Nov
19
Carry over effect of prior years of brand advertising on today’s sales
In: advertising, advertising effectiveness, advertising long term effects, Ally Bank, brand building, brand equity, brand marketing, Dynata, TransUnion
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Jul
15
Disruptive marketing ideas from my body of published work
In: addressable marketing, advertising, ARF, brand equity, brand loyalty, digital marketing, Linear TV, marketing ROI, media planning, Mobile marketing Association, Movable Middle, Multi Touch Attribution, ROAS, segmentation, TV, walled gardens
2 Comments
My body of most disruptive work, all in one place, available for free download
Jun
28
Lies, damned lies, and marketing statistics
In: brand loyalty, consumer segmentation, media, MTA, Multi Touch Attribution, programmatic advertising
4 Comments
Here are 4 marketing “truths”, only one of which is true. Can you guess which one?
Mar
16
Why brand equity matters even to performance marketing
In: advertising, Amazon, ARF, behavioral economics, brand equity, brand loyalty, branding, consumer segmentation, digital marketing, programmatic advertising, targeting
4 Comments
Here’s how brand equity fits into the performance equation. Media scientists…it might be your biggest factor at driving advertising ROI.
Nov
25
One simple marketing metric? MASB and marketers need to keep looking
In: brand equity, branding, consumer segmentation, data driven marketing, digital marketing, market research
7 Comments
The new MASB brand metric won’t make marketing better. Here is the preferred alternative