Marketing Analytics Mistake #1: Efficiency Without Effectiveness!

“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). There are so many data pukes (sorry, “dashboards”) running around the organization, employees face such difficulty in being able to be smarter. Or, worse, Teams/Agencies can cherry-pick and show “impact.” Hence, the ESL idea is noble: If we all look at one metric, no one can game the system. Sadly, there are unintended consequences. [Bonus Reflection: An underappreciated problem: Methodology. Your teams in the US, Argentina, Indonesia might all be reporting the same metric, say, Lift In Purchase Intent, but doing so using entirely different methodologies!…

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High-Impact Marketing: Rock Creative Pre-Testing!

Prologue. Recent Conversation with CEO B: Me: I saw your ad at the airport the other day. I have a sense for your challenges and Marketing objectives. I’m sorry, but that ad was heartbreaking. I sense it is trying to be too clever. And, it demands an immense amount of attention to understand, who in their right mind would give you that? You know I love Creative Pre-Testing (CpT). You should test the ad for effectiveness, before you spend money. CEO B: First: You are right. After a few months of the campaign, we have seen no impact. Second: Avinash, I listen to you. We did pre-test the ad creative.…

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