What is full funnel attribution in marketing?

March 21, 2020By Simon FosterMarketing Training

Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic web traffic. You want to explain the uptick but there’s nothing in your digital data that can explain it. However, you do know that your brand launched a TV/AV … Read More

Brands must grow before they can be harvested

March 8, 2020By Simon FosterAdvertising Evaluation Training, Marketing Training, Media Evaluation Training

Over the last decade, as an industry, we have become brilliant at harvesting the lower funnel. Every prospect who is showing “signals” of making a purchase can be digitally tracked and retargeted from the first flicker of interest to the point of purchase. This tracking has evolved to increase any one brand’s chances of closing … Read More

What is RFV analysis?

October 16, 2019By Simon FosterMarketing Training

RFV stands for Recency, Frequency, Value. It’s a technique database analysts use to segment their customer data by plotting customers into a three dimensional space using three metrics: Recency – a measure of how recently a customer last purchased. Frequency – how often they purchase within a given time period. Value – the amount they … Read More

What is a TV Audience Impact?

August 10, 2018By Simon FosterAdvertising Media Training, DRTV Training, Marketing Training, Media Buying Training, Media Planning Training, TV Media Planning Training No Comments

TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be called impressions. What is the definition of a TV audience impact? An impacts is: One person Seeing one ad At one time Example: If 5 million people watch an … Read More

What is TV attribution modelling?

July 5, 2018By Simon FosterDirect Marketing Training, DRTV Training, Media Buying Training, Media Evaluation Training, TV Media Planning Training No Comments

TV attribution modelling is an analytical process used to assign web or phone response to TV spots. When this analysis has been undertaken it is possible to aggregate all the spots and matched response into a database and report which TV channels, days of week, times of day and creative edits are most responsive or … Read More

Binet and Field – Is it really 60/40

July 2, 2018By Simon FosterMarketing Training No Comments

Whilst the endeavours of Les Binet and Peter Field have helped the industry make huge strides in how it looks at advertising effectiveness, and particularly the importance of long-term brand building, the industry’s unquestioning acceptance of their suggested 60/40 “brand” / “activation” marketing budget split makes me nervous. Although I don’t have the raw data … Read More