Why do marketers wrongly conflate broad reach media plans with brand marketing?
-
Links
-
Recent Posts
- 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
- How my model beat Nate Silver at predicting the 2024 election results
Categories
- A/B tests
- ad waste
- addressabale advertising
- addressable marketing
- advertising
- advertising attentiveness
- advertising effectiveness
- advertising long term effects
- Advertising ROI
- AI
- 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
- Dunkin Donuts
- Dynata
- fivethirtyeight
- food and beverage
- futures
- GDPR
- Generative AI
- Google ghost ads
- growth
- identifiers
- 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 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
Oct
21
Why you need to cut your Upper Funnel in half
In: ad waste, addressable marketing, brand building, brand lift, Movable Middle
Comments Off on Why you need to cut your Upper Funnel in half