In my previous post I listed some empirical evidence that shows that TV advertising is becoming increasingly effective. One of the reasons is that TV is a superior medium for driving emotional engagement. The role of emotional engagement in driving purchasing behavior has been hotly debated in the last couple of years. This is as [...]
People have been buying and selling data about consumers for a long time. Companies like Axciom have been doing this for years in the direct marketing business. But recently a new breed of companies has been popping up who are acquiring and selling data about consumers in the online advertising space. Companies like BlueKai and Datran [...]
Last week Ogilvy announced a partnership with Marketshare Partners, a marketing science company based in LA with offices in NY, San Francisco, Chicago and London. I had been looking for a while for a partner who could help us with econometric modeling, the type of analysis that can help you tie overall marketing spend to [...]
I recently wrote a paper on Math Marketing and Ogilvy was kind enough to make it available on their website. I will posts pieces of this paper on our blog over the next couple of days. The paper starts with a history of Math Marketing, which I posted earlier. The second chapter describes some of [...]
In my previous post I wrote about the dangers of applying crude supply-side financial metrics to try and simplify marketing measurement. Not only does this create the illusion of control it also gives the non marketing executive community the permission to ignore the complexity of how marketing works. Marketing measurement should do the exact opposite. [...]