15 February 2017
Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion […]
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30 May 2014
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of […]
9 May 2012
Here’s an iron for the fire: “Facebook ‘likes’ do not cause increased brand preference or increased sales so marketing campaigns designed to increase the number of […]
20 February 2012
I am amazed that so many people spend so much time defining and discussing social media metrics. Why? Because the answers marketers (and shareholders) want are […]
28 December 2010
No doubt there will be many a New Year marketing prediction over the next few days. The most common theme is likely to be that mass […]
30 July 2010
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if […]
1 December 2008
Economists have a concept called Diminishing Marginal Utility. This means that each additional time a consumer consumes something they get less satisfaction from consuming it. So, […]
27 September 2008
So, Dairy Milk with its Drumming Gorilla TV ad campaign has posted a sluggish 2% market share growth whilst ‘run of the mill’ Galaxy has romped […]