Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.

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The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight.

Simple, no? Yet, in my experience, it is rare that either part of that equation is understood or optimally executed. This disappointing reality limits the success for your Performance Marketing campaigns, and is death for your Brand Marketing campaigns. 1. Creative. 2. Media weight. There is, of course, extraordinary complexity underneath getting both of them right. Brand ethos. Storytelling. Aspirational audience focus or CMO-happiness focus. And, 17 more layers for the Creative. Plus… Channels. Frequency shaping. Spike and sustain budgets. And, 47 more layers to get to sufficiency re Media…

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Data Visualization Tips & Tricks: What Not To Do!

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The data we deal with has such immense complexity built into it (across metrics, methodologies, sources), the business itself is so complex (no more just run ads on TV, wait for people to walk into our stores), any analyst has to strive to simplify complexity every day. Hence, one thing our community has in common is a love for data visualization. The above-mentioned complexity is also the reason good data visualizers are paid so much more, and great ones can write their own compensation amount! It is important to be transparent that I come from the school of thought that believes in extreme simplicity in deploying data viz in a…

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