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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

Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.

Just released…a new media planning model that improves ROI by 50%

In: addressabale advertising, addressable marketing
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Target the Movable Middle…consumers with a mid-range probability of buying your brand.

More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.

Measuring the full effects of advertising is not done correctly but when a simple but critical concept is added, everything changes.