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What the Best Metric in Sports Analytics Tells Marketers About Ad Effectiveness
Caution: you will have a different set of beliefs about what drives advertising effectiveness by the end of this blog! I think “Wins above replacement” (WAR) is the best stat in sports because it is...
View ArticleIs it time for a new kind of approach to estimating ad effectiveness?
Marketers are getting a hodgepodge of signals from various partners about what works. These signals use different models and testing approaches. Some methods operate in the aggregate (MMM), some at a...
View ArticleSharpening marketing…the difference between segments and audiences and why it...
Some use the words segment and audience interchangeably…I probably have from time to time…understandable because both words refer to grouping consumers by their similarities. But I want to reinforce...
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What is wrong with marketers wanting more reach with their advertising? Plenty!
Media planning tools are geared to taking a budget and finding the plan that delivers the greatest reach. Echoed recently by the marketing boss of the world’s largest advertiser [Procter] [who stated...
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Why does marketing fail so often and how can we do better?
Can’t marketing do better than this? 80% of new products fail 50% of ad campaigns show no effect (mostly TV based for this analysis) Advertising elasticity is 0.15 (Meta-analysis via the Future of...
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Lies, damned lies, and marketing statistics
Pardon the slight paraphrasing of Mark Twain’s and British Prime Minister Benjamin Disraeli’s quote! As we are in the era of fact-checking and fake news, I thought some fact-checking on marketing...
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Four marketing trends that researchers need to know about
Here are four marketing trends…all interconnected…for which research and analytics teams need to plan. The rise of journey-based marketing. Marketers are moving towards people based marketing and away...
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From Pleasantville Marketing to technicolor
I’m sure most of you remember the movie Pleasantville, where happiness was an illusion because the town had set its sights on happiness in a black and white rendition of a world that was ready for full...
View ArticleClik here to view.
What is wrong with marketers wanting more reach with their advertising? Plenty!
Media planning tools are geared to taking a budget and finding the plan that delivers the greatest reach. Echoed recently by the marketing boss of the world’s largest advertiser [Procter] [who stated...
View ArticleClik here to view.
Why does marketing fail so often and how can we do better?
Can’t marketing do better than this? 80% of new products fail 50% of ad campaigns show no effect (mostly TV based for this analysis) Advertising elasticity is 0.15 (Meta-analysis via the Future of...
View ArticleClik here to view.
Lies, damned lies, and marketing statistics
Pardon the slight paraphrasing of Mark Twain’s and British Prime Minister Benjamin Disraeli’s quote! As we are in the era of fact-checking and fake news, I thought some fact-checking on marketing...
View ArticleClik here to view.
Four marketing trends that researchers need to know about
Here are four marketing trends…all interconnected…for which research and analytics teams need to plan. The rise of journey-based marketing. Marketers are moving towards people based marketing and away...
View ArticleClik here to view.
From Pleasantville Marketing to technicolor
I’m sure most of you remember the movie Pleasantville, where happiness was an illusion because the town had set its sights on happiness in a black and white rendition of a world that was ready for full...
View ArticleClik here to view.
Marketing research needs a mission change more than a name change
Marketing research has an identity crisis. So now we have the Insights Association (a merger of CASRO and the MRA) and a speaker at the annual MRS conference in the UK saying we should no longer use...
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Dear research supplier…why can’t you tell me why my brand sales are declining?
When clients experience sales declines for a brand, the supplier who runs the brand tracker is likely to mis-diagnose the cause because most trackers have a HUGE blindspot. Brand trackers assume that...
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How to make the consumer your new organizing principle
MSI named two priorities as tier one for 2014-2016: Understanding customers and the customer experience (I interpret this as customer journey) Marketing analytics in a data rich environment In this...
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Hot marketing and research topics in 2015 and 2016 priorities
What were the hot topics in 2015 for marketing research? One barometer comes from over tens of thousands of page views of my content in 2015 and identifying which blog posts were “voted” as most...
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Four traditional marketing truths that have broken down
Growing up in this business there were certain truths. Over time, technology has chiseled away at these truths, revealing a new sculpture of how brands grow. Unfortunately, statuesque research methods...
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The future has to look like digital. It can’t go the other way
Here’s why… Marketers are no longer in control, consumers are, and they LOVE their digital and always on lifestyle. It is THEIR choice when, where and how to shop, watch TV content, find information....
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How to stop marketing like it’s 2011
Interview marketing leaders as I have on various assignments. They will sound visionary about our digital, social, and mobile future…like they are risk-takers. However, in reality, collectively,...
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