How to transform the way marketing works…to be agile, data driven, predictive…like baseball did 15 years ago
Jul
9
How baseball helped me succeed in marketing research and analytics
In: advertising, baseball, data science, digital marketing, market research, marketing, marketing mix modeling, marketing ROI, MTA, Multi Touch Attribution, nate silver, new products, research transformation, statistics
7 Comments
Jan
15
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.
Oct
21
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 […]
Sep
1
Is brand awareness a useful research measure in an era of digital and shopper marketing?
In: behavioral economics, branding, digital marketing, market research, marketing, retail, shopper insights, shopper marketing, social media
9 Comments
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.