Marketing and Research Consulting for a Brave New World
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How to transform the way marketing works…to be agile, data driven, predictive…like baseball did 15 years ago

As a user requests a webpage, the marketer’s goal is to serve the most relevant ad that has the greatest chance of response.
So what does marketing research reveal that helps to achieve this goal? Currently, very little.

Creating the marketing research productivity practice

In: advertising, big data, digital marketing, market research
Comments Off on Creating the marketing research productivity practice

The Marketing research function should create a new “productivity” practice that would leverage data-driven approaches and predictive thinking to drive measurable increases in marketing ROI.

Shopper marketing takes center stage

In: shopper insights, shopper marketing
Comments Off on Shopper marketing takes center stage

About two years ago, I proposed that the ARF start a Shopper Insights council.  While some were asking what the ARF was doing with shopper stuff, I felt that path to purchase could be the new way of determining media strategy that would make more sense for advertisers. We started the council and saw great […]

I’ve always had a love-hate relationship with measuring brand awareness, especially aided awareness. What a CPG marketer really wants to know is how to get their brand noticed at retail.