As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.
Jan
30
Four marketing trends that researchers need to know about
In: advertising, Amazon, brand equity, consumer segmentation, customer journey, data driven marketing, digital marketing, DMP, market research, marketing mix modeling, media, Mobile marketing Association, MTA, Multi Touch Attribution, research transformation, segmentation, shopper insights, shopper journey, Walmart
2 Comments
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.
Jun
28
From Pleasantville Marketing to technicolor
In: advertising, digital marketing, media, mobile, programmatic advertising, segmentation
Comments Off on From Pleasantville Marketing to technicolor
Marketing dollars are fast moving to precision targeting of tightly defined segments. Mass mktg firsters: The train is leaving the station…all aboard!
Jun
28
Reinventing audience creation and consumer segmentation in a digital age
In: advertising, brand equity, consumer segmentation, data driven marketing, digital marketing, DMP, market research, research transformation, shopper marketing
Comments Off on Reinventing audience creation and consumer segmentation in a digital age
Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.
May
16
Dear research supplier…why can’t you tell me why my brand sales are declining?
In: advertising, brand equity, branding, DMP, facebook, media, shopper journey
1 Comment
Brand trackers misdiagnose brand decline by focusing on brand metrics when it is usually the world moving around us to which the brand is failing to adjust.