Brand loyalty matters more than just about anything to profitable brand growth. Here are 5 reasons and actions to take
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
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
Oct
3
The short and long of advertising…what marketers and researchers need to know
In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
Comments Off on The short and long of advertising…what marketers and researchers need to know
Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?
Jul
15
Disruptive marketing ideas from my body of published work
In: addressable marketing, advertising, ARF, brand equity, brand loyalty, digital marketing, Linear TV, marketing ROI, media planning, Mobile marketing Association, Movable Middle, Multi Touch Attribution, ROAS, segmentation, TV, walled gardens
2 Comments
My body of most disruptive work, all in one place, available for free download
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.