50% of programmatic ad spend is wasted on bad targets. Here is a new ROAS forecasting tool to get targeting right.
Aug
14
The new marketing science of targeting
In: advertising, ARF, consumer segmentation, marketing ROI, new products, non-buyers, programmatic advertising
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Apr
28
The 5 point purchase intent question sucks…or does it?
In: advertising, concept testing, digital marketing, innovation, programmatic advertising, research transformation
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New product failure rates are unacceptably high but is the fault of bad research or the media strategy?
Jan
18
With 80% of new products failing and with most of the breakthroughs actually being line extensions, we have to admit the CPG approach to innovation is broken. here is how to fix it