Marketing and Research Consulting for a Brave New World
Subscribe via RSS

Nov

29

Over 26 years, evidence for targeting your advertising impressions

In: ad waste, addressabale advertising, advertising, audiences, programmatic advertising, ROAS, targeting
3 Comments

Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach

Jul

27

Why marketers should not ignore brand loyalty

In: brand loyalty, Dunkin Donuts, Markov repeat rates, MTA, Repeat rate, shopper journey, Starbucks
Comments Off on Why marketers should not ignore brand loyalty

Brand loyalty matters more than just about anything to profitable brand growth. Here are 5 reasons and actions to take

Jul

7

Brand-building…what brand beliefs can you really move?

In: brand attributes, brand positioning, brand strategy, brand trackers, Movable Middle, trackers
5 Comments

Turn trackers into a predictive tool… input ad spending increases and alternative attributes

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.