Measuring the ROI of Marketing: A/B Tests vs. Market-Mix Models vs. Multi-Touch Attribution
Some marketers have despaired of ever being able to connect a sales impact to a specific and unique element of complex and multi-faced marketing plans – preferring instead to use their “gut” to guide marketing decisions and to rely on anecdote or vanity metrics to justify the results. However, in our era of data-driven marketing, this “know-nothing” approach has become increasingly untenable as CFOs and CEOs demand more exacting demonstrations of marketing ROI.
AHAA: The Voice of Hispanic Marketing unveiled to its members that it is rebranding itself under a new name: Culture Marketing Council: The Voice of Hispanic Marketing (CMC).
The FIFA World Cup, as you probably already know, is the ultimate sports competition in the world, showcasing premier level soccer stars playing with their national teams. This tournament takes place every four years, but what you might not know is that there’s another battle that happens behind the scenes: it’s a competition between brands to outfit and sponsor each national team. By Vicente Navarro, partner and vice president of business development at AC&M Group
It’s that time of the year when CMOs look back at 2017 results, analyze important KPIs and assess their industry as a whole, and project 2018’s performance. Based on my personal survey with clients and prospects, most predict a 2018 with challenges, with any gains from a potential higher GDP growth being eaten by the need to keep prices competitive to fight private label, channel disruption, and a more-than-ever empowered consumer ready to make the switch to competitive brands. By Isaac Mizrahi – Co President, Chief Operating Officer / ALMA
The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag. Which ones actually work?
HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Total Market: Unplugged
A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set of brands to shop. Companies can give themselves a leg up by making that a priority.
A new ANA survey revealed that more than a third of respondents (35 percent) have expanded their in-house programmatic media buying capabilities, and have subsequently reduced the role of external agencies that previously performed the same function.
Hispanic shoppers are more profitable than total U.S. shoppers, and although their spending per trip is comparable, Hispanics actually shop more frequently across all grocery trip types.
The Telemundo Station Group and ZGS Communications, Inc. (ZGS) announced they have entered into agreements that, once the necessary Federal Communications Commission (FCC) and other governmental approvals are obtained, will result in the Telemundo Station Group acquiring the 13 television stations, serving 10 markets, currently owned by ZGS. 
We’re all familiar with “Plan B.” It emerges out of the haze when Plan A has self-destructed for one of a thousand reasons. An unexpected snowstorm cancels our flight. We’ll have to scrub a key meeting. Too bad. On to Plan B. If there is no Plan B, we’ll have to improvise. We’re usually unhappy with Plan B. It’s a necessity, born of circumstance. We shrug our shoulders, wistful and disappointed. Oh, well. Plan A was so much better! But … it isn’t happening. By Michael Farmer
2017 has been the year that advertisers called out digital advertising as broken and sorely in need of repair. As stewards of the investment that funds the internet, these ad execs should be applauded for their insistence on better performance. That said, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
I have already written about this before, and I think this is probably one of the biggest misconceived concepts marketers have in this country. One that keeps fueling the “one size fits all” Total Market approach. By assessing their choice for headline, even the Pew Research team show a little bias towards the chart on your right side (Share of Latinos who Speak Spanish) instead of focusing on the chart on the left (Absolute number of Latinos who speak Spanish). By Isaac Mizrahi – Co President, Chief Operating Officer at Alma
Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. by Nigel Hollis
In marketing circles, the current construct for developing a strategy revolves around paid, earned and owned media. This is a useful model to start with, but it doesn’t provide enough granularity around timing. A strong strategy for marketing campaign development requires you think how these three areas interact and at what time you should be launching each phase.
Picture this, you’re a senior marketing executive and your Hispanic ad agency has just presented a creative idea for your next campaign. You like the direction but suddenly you ask the question: “Have you seen what our General Market agency presented? Why wouldn’t that work for Hispanic? What’s not Hispanic about it?” Pressured to find synergies and budget efficiencies year over year, the temptation to adopt a “one size fits all” approach that may not only save production and agency fees, but could also save valuable time by reducing the number of meetings is a reality facing many marketers in America. By Isaac Mizrahi – Co President, Chief Operating Officer of ALMA
The Circulo Creativo announced the winners of their 2017 USH Ideas Awards competition. Coral Gables based ALMA walk away with the largest cache of awards in multiple categories, along with Anomaly, LatinWorks, We Believers, WING and other shops.
The Hispanic Public Relations Association (HPRA) reveals the winners of the 2017 National ¡Bravo! Awards held at the Lotte New York Palace Hotel in New York City.
