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
Apr
20
What the Best Metric in Sports Analytics Tells Marketers About Ad Effectiveness
In: A/B tests, addressabale advertising, addressable marketing, advertising, baseball, marketing mix modeling, marketing ROI, media, media planning
3 Comments
Dec
12
Recency planning in a digital age…my lunch with Erwin
In: advertising, digital marketing, media, path to purchase
1 Comment
How marketers and media can best deliver on Erwin Ephron’s philosophy of recency planning in a digital age
Oct
31
How to increase marketing ROI in the digital age
In: advertising, digital marketing, marketing, media, path to purchase
3 Comments
How do we reach the “readier” to purchase consumer to increase ad effectiveness? Digital activities that are self-directed, e.g. search or visiting a brand’s website guarantee recency because the consumer controls the timing of the message not the marketer.