Clients no longer define projects by their deliverables. More than ever, results matter and agencies must adapt to new levels of accountability and scrutiny. Projects like a mobile web site must deliver against usage forecasts and revenue targets while fulfilling its role as a conduit to connect consumers with the brand. Call [...]
Many of our clients’ business can be traced back to consumer confidence — regardless of whether or not consumer confidence is increasing or decreasing.
Earlier this year at Empower MediaMarketing’s annual client-only event, U.S. Bank’s Jim Russell recommended three indices to get a better handle on consumer confidence.
A Tale [...]
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In May, Arbitron announced they were testing an experimental approach to measuring mid-sized and small radio markets.
Named Project Leapfrog, the program’s goal is to find alternative ways of measuring radio beyond today’s paper diaries that the non-local people meter (LPM) markets currently use. While even more [...]
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Above: Visualization of the United States based on distance to the nearest McDonald’s (Via Data Pointed)
Wikipedia notes data is “the lowest level of abstraction from which information and then knowledge are derived.” But it’s currently at the highest level of priority with marketers.
eMarketer tells us that CMO’s across the [...]
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Quality consumer insights should drive your marketing efforts. This is a simple statement that’s not always so simple to achieve. Developing consumer insights requires a focused and sustained commitment to understand your ever-changing consumer. When done effectively it encompasses more than a single project, or a traditional focus group. Instead it represents an [...]
