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
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
Jun
6
Sharpening marketing…the difference between segments and audiences and why it matters
In: audiences, media, segments, targeting
2 Comments
Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.
Jan
19
Just released…a new media planning model that improves ROI by 50%
In: addressabale advertising, addressable marketing
Comments Off on Just released…a new media planning model that improves ROI by 50%
Target the Movable Middle…consumers with a mid-range probability of buying your brand.
Oct
21
What is wrong with marketers wanting more reach with their advertising? Plenty!
In: advertising, Marc Pritchard, marketing ROI, media, media planning, Procter and Gamble, programmatic advertising, ROAS, targeting
1 Comment
More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.
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
Measuring the full effects of advertising is not done correctly but when a simple but critical concept is added, everything changes.