The Advantages of Marketing Mix Models
Most marketers rely on either marketing mix models or a form of attribution modeling to measure how effectively their marketing efforts are driving sales. There are pros and cons to both approaches, especially as both continue to mature, but marketing mix models take some elements into account that attribution models often do not. Matt Krepsik, global head of ROI at Nielsen, spoke with eMarketer’s Maria Minsker about making the case for marketing mix models and how brands can benefit from them.
Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum.
How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it. by Nigel Hollis
Dogs rule to roost in Hispanic households. Here’s what you need to know about Hispanics and their pets. 
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday.
Google’s ad saga has spread beyond the U.K., as brands including AT&T, Verizon, GlaxoSmithKline, Johnson & Johnson, Enterprise Holdings Inc. and distiller Beam Suntory Inc. said they were also suspending or canceling at least some advertising with Google, reports The Wall Street Journal.
Marketers are true believers when it comes to influencers, and many continue to spend big—investing anywhere from $5,000 to upward of $100,000 on a single campaign.
Cision released its 2017 State of the Media Report, which includes findings from a survey of 1,550 journalists, editors, influencers and producers. With the rise of misinformation and “fake news,” a major new trend emerged in this year’s report: journalists are extremely concerned with the public’s perception of the industry.
Azteca America, debuts “Knockout Azteca”, a reality show that brings together international boxing legends to train nine boxers in the hope of turning one of them into a contender for the World Boxing Association (WBA). The reality show premieres this Friday, March 24 at 10 pm/ 9 C.
UNIVERSO announced the premiere of Season Four of the worldwide phenomenon, “The Walking Dead” en Español Wednesday, March 29 at 9pm/8C.
It’s no secret that advertisers are increasingly demanding more transparency from their agencies, ad-tech vendors, publishers, and other partners. In recent weeks, we’ve seen Google and Facebook take steps to address concerns over the way measurement is handled on their platforms: Google’s YouTube and Facebook are undergoing audits by the Media Rating Council (MRC).
Lopez Negrete Communications, Inc. walked away with 21 American Advertising Federation – Houston Chapter awards, including a “Best in Show” in the Broadcast category. This marks the 14th consecutive year that the agency has earned “Best in Show” honors.
The report provides a retrospective view of the major shifts in cross-platform consumer behavior occurring in sectors such as TV, digital media, mobile, social media, advertising, box office and e-commerce, with an eye toward what these trends mean for the year ahead.
With 80% of U.S. households having broadband internet, the popularity of TV-connected devices such as Roku (box and stick), Amazon Fire TV, Apple TV and Google Chromecast, as well as game consoles, is growing.
For the most diverse generation in U.S. history, there’s no single American Dream. Ethnic and racial influences matter, in both expected and counterintuitive ways. When it comes to Black Millennials, counterintuitive is the name of the game. …
According to The Walls Street Journal, The recent split between Honda Motor Co.’s U.S. unit and its media agency serves as the latest example of a breakdown in trust between a client and its agency.
The study—titled “Empowering the Data-Driven Customer Strategy: Addressing Customer Engagement From the Foundation Up”—highlights the gaps between strategy and execution that continue to prevent marketers from creating seamless, real-time engagements with today’s connected customers.
Most B2C marketers now have more distribution channels than they did just a few years ago. Though these channels afford marketers more data to leverage and opportunities for conversion, they also create more challenges in closing the attribution loop.
