Samuel Scott wrote an article for The Drum titled Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023 (23 February 2023).
Continue reading “Samuel Scott on last-click attribution and econometrics”Andrew Willshire on forecasts and models
JP Castlin posted an interview with marketing and media analyst Andrew Willshire titled Models & Mistakes (10 February 2023). Topics include forecasts, models, and econometrics.
Continue reading “Andrew Willshire on forecasts and models”Mark Ritson: Why Brands Advertise and the Seven Perils of Discounting
Mark Ritson wrote an article for MarketingWeek titled Tesla is about to experience the seven perils of discounting (January 19, 2023).
Continue reading “Mark Ritson: Why Brands Advertise and the Seven Perils of Discounting”The Elements of Value: delivering what consumers want
Eric Almquist, John Senior, and Nicolas Bloch (colleagues at Bain & Company) wrote an article for Harvard Business Review titled The Elements of Value: Measuring—and delivering—what consumers really want (September 2016).
Continue reading “The Elements of Value: delivering what consumers want”McKinsey: marketing trends in 1966
McKinsey Quarterly published an article titled The changing face of marketing written in 1966 by John D. Louth, a principal in McKinsey’s San Francisco office. Louth discusses six trends he believes “will be felt by almost every business.”
Continue reading “McKinsey: marketing trends in 1966”B2B Content Marketing: Do you have a marketing funnel or a marketing straw?
Jason Patterson wrote an article on B2B content marketing titled Lead-Gen: The Holy Grail of Content Marketing.
Continue reading “B2B Content Marketing: Do you have a marketing funnel or a marketing straw?”consumers gravitate to merchandise labeled as “updated”
Michael Blanding wrote an article for Harvard Business School Working Knowledge titled Latest Isn’t Always Greatest: Why Product Updates Capture Consumers (06 Dec 2022).
Continue reading “consumers gravitate to merchandise labeled as “updated””Branding/Positioning for Small Business
Samuel Brealey posted an article on substack titled What’s a brand with no money?
Continue reading “Branding/Positioning for Small Business”Return on Ad Spend (ROAS) may inversely correlate with growth
Tom Roach wrote an article for MarketingWeek titled Beware ROAS, ROI’s Dangerous Digital Twin (October 12, 2022).
Continue reading “Return on Ad Spend (ROAS) may inversely correlate with growth“Distinctive Brand Assets
Contagious interviewed Professor Jenni Romaniuk, the associate director at the Ehrenberg-Bass Institute for Marketing Science, about Distinctive Brand Assets (January 14, 2022).
Continue reading “Distinctive Brand Assets“
Articles of Interest 