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The surprising math of advertising waste
John Wannamaker is famous for saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”. When I was Chief Research Officer at the ARF, I would often hear people...
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Two big marketing research mistakes that mislead marketers
Book authors, trade journal reporters, consulting firms, and influential bloggers can fill marketing teams’ heads with some really bad ideas. As these stories reverberate around the echo chamber, they...
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Take the hit or myth quiz: which marketing beliefs are true?
Marketers are in a hunch business…making decisions whose effects will occur in the unknowable future. These hunches come from beliefs so when they are wrong, the results can be disastrous. Nothing is...
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Marketers need to start thinking of their brands as media
In the old days there was only one kind of audience…the ones that media created. TV shows had ratings, magazines and newspapers had subscribers and radio shows had listeners. Advertisers hopped on...
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Marketers and media getting that synching feeling
The digital clickstream is at the heart of how digital marketing works. For example, when a digital ad impression is served, it places a cookie on the browser that can then be matched to a conversion...
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Interviewing the New ARF President…Changing Media Habits, Rules for Brand...
On June 10th and 11th, The ARF will hold its Audience Measurement conference in NYC. It is a “don’t miss” event. New media behaviors, such as the degree to which people can pull information at point of...
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Cross platform measurement…how ESPN is moving the chains
(Second in a series of blogs by me from the ARF Audience Measurement Conference 8.0 about the marketing challenges and opportunities of our brave new digital world.) Perhaps no media company needs to...
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In a multi screen world, marketers must relearn how brands are built
Throw out the old rules of thumb from traditional marketing about share of spend vs. share of market. In a multi-screen world, where consumers can pull information at will and have self-directed media...
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An insider look at reinventing brand equity tracking
Having analyzed the brand equity of hundreds of brands, CPG and non-CPG, US and global, I want to share my thoughts on creating a powerful brand success system for a digital, social, mobile age....
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Move beyond the insight to find the prediction question
Yes, insights are powerful but there is a downside. Focusing on “insights” as the endgame might be a barrier to what we must do…embrace big data. So if “insights” aren’t the end game, then what is? In...
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Harnessing the new marketing ATOM
The truly transformational part of marketing in a digital age is that brands can now become Media, attracting their own audiences. The transformation follows what I call the A.T.O.M. model…Audience,...
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Even for beloved brands, path to purchase is a marketing battlefield
Even the most beloved brands like Apple or Coke find that the shopper journey is a battlefield, where not all purchases are “safe”. As people research their upcoming purchases online, or find...
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Hot marketing and research topics in 2014 chosen by my readers
What were the hot topics in 2014 for marketing research? One barometer comes from over tens of thousands of page views of my content in 2014 and identifying which blog posts were “voted” as most...
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6 Killer Insights from Digital and Social Data
Marketers need to understand this fundamental truth…in a digital, social, mobile age, consumers can choose brand messages as much as the brand messages choose them. Consumers are always on, always...
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Marketing thinking, fast and slow
Daniel Kahneman tells us that humans have two decision making systems. The fast system one is automated, semi-conscious, and occurs frequently throughout the day. The slow system two is highly...
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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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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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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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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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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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