Clik 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.
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 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...
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 ArticleClik here to view.
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 Article
