Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.
Jun
6
Sharpening marketing…the difference between segments and audiences and why it matters
In: audiences, media, segments, targeting
2 Comments
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.