Marketing and Research Consulting for a Brave New World
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May

19

Decoding advertising’s future…the Math, AI, wave

In: advertising, advertising effectiveness, AI, ChatGPT, Generative AI, Math, Movable Middle, targeting
1 Comment

Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.

Jan

19

Is it time for a new kind of approach to estimating ad effectiveness?

In: A/B tests, advertising, baseball, Bayes, marketing mix modeling, marketing ROI, media, MTA, nate silver
Comments Off on Is it time for a new kind of approach to estimating ad effectiveness?

What is needed is a new kind of approach that is built for integration …not another model to estimate parameters from digital exhaust or spreadsheet data.

Apr

28

New Marketing analytics for a new Covid-19 reality

In: ad waste, addressable marketing, marketing mix modeling, Mobile marketing Association, MTA
Comments Off on New Marketing analytics for a new Covid-19 reality

It isn’t business as usual for marketers and it can’t be business as usual for marketing analytics either. Here are three changes that analytics teams need to focus on.

Oct

11

What will it take to get multi-touch marketing right?

In: advertising, data driven marketing, data science, digital marketing, DMP, facebook, marketing mix modeling, Mobile marketing Association, MTA, Multi Touch Attribution, programmatic advertising, shopper journey
Comments Off on What will it take to get multi-touch marketing right?

Why multi-touch attribution approaches will subsume marketing mix models to improve contemporary marketing.

Apr

10

How to stop marketing like it’s 2011

In: advertising, big data, data driven marketing, data science, digital marketing, marketing mix modeling, media
Comments Off on How to stop marketing like it’s 2011

Here are 6 new principles for how marketers can stop being conservative and drive up ROI 30% in a digital, social, mobile age.

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