We’re analytic practitioners, but we’re constantly preaching that there’s an art and a science to most of the decisions that retailers make. Circular design, however, is one of the areas where very loud art often beats out very sound science; it’s no surprise that print… Read More »The Weekly Flyer is Broken. Here’s Why.
One retailer’s efforts to bring back the print circular’s ROI. There are many methods retailers use to make their circular work harder, but the fastest way to improve performance is by using analytics to help select products – particularly on the covers.
As part of an ongoing conversation with some thought leader clients in the sports apparel sector, we discussed how to best measure PR activities. They were wondering whether, given another dollar, they would invest it in PR efforts or into more tactical advertising campaigns. We converged on three central themes to help shed light on the answer:Read More »Measuring the ROI of PR Activities: 3 Central themes
We give a presentation to a roomful of NYU Stern MBA students this week on the state of Marketing Measurement and Accountability. As always, the students had great questions and insights, especially around digital marketing. This time, one of the students asked “in five or ten years, how much of marketing spend will be going to digital?”
It’s a great question, especially if we push it to the extreme and rephrase it as “Could digital be 100% of marketing budgets?”
Our answer? Yes, but only for high-engagement products.
Read More »The future of Digital Ad Budgets
A paper from the National Bureau of Economic Research concluded that the ROI of search engine marketing are “a fraction of conventional estimates” and in the studied company “become very negative.” How can we reconcile this with what our clients believe and the fact that they’re spending millions with Google?
Read More »Your Google Adwords ROI is -75%
We often find ourselves in the situation in which our recommendations require changes that are large in magnitude or challenge the sacred cows of an organization. In many of these cases there is tolerance for a test- either as a way to double check results before committing to a large change, or to “put your money where your math is” to dispel the organizational mythology.
But then a critical question is “how much should we spend?” Read More »How Heavy is Heavy-up?