5 Common Mistakes in Google Analytics Configurations
Google Analytics (GA) is the most popular digital measurement and reporting tool in the world[1]. The data collected and measured in GA is used for standard activities such as reporting…
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Online Product Design Testing – A New Application for MaxDiff
Online testing of marketing concepts is now an established and proven practice. Numerous methodologies are used to test copy points, features and benefits. One methodology, MaxDiff, is becoming one of…
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Avoiding Cannibalization in New Product Development
Business Scenario: You currently offer a premium product in the market place. A competitor recently launched a “knock-off” version of your premium product at a lower price point and it’s…
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Email Deliverabilty and What It Means for Marketers and Researchers
The mail must go through… I’m reminded of an inscription from the James Farley Post Office in New York City that reads: “Neither snow nor rain nor heat nor gloom…
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What TV is Teaching the Whole Advertising Industry
“As an industry we pay so much attention to average ratings and we don’t talk about the effectiveness of the media enough. Reach is important, but the opportunity to bring…
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The Different Levels of Analytics
There are many different views on the varying levels of analytics. We’ve found the best way to break this down is by the type of insights you receive in the…
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Am I Spending Enough on Advertising?
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker Advertising is a continuous guessing game. Doing your homework (research)…
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The Surprising Relevance of TV Advertising in the Mobile Era
When streaming video services on mobile came onto the scene people started predicting the death of television. To be honest, I was one of them. Many people thought this way…
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How to Test the Effectiveness of Your Ad: Before and After
Why do Pre and Post Ad testing? Advertising research is a staple of market research. It allows you to measure and improve marketing effectiveness, determine if an ad has effectively…
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Creative Brief on Steroids
A Creative Director’s Dream What if you could present a creative brief that showed you could increase consumers’ intent to purchase by 18% if you communicate XYZ? This type of…
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