Facebook ‘likes’ don’t increase brand preference or sales

May 9, 2012By Simon FosterAdvertising Evaluation, Digital Media, Media Planning, Social Media

Here’s an iron for the fire: “Facebook ‘likes’ do not cause increased brand preference or increased sales so marketing campaigns designed to increase the number of ‘likes’ are unlikely to increase brand preference or sales.” I was moved to develop and explore this hypothesis after reading an article on the real cost of brand building … Read More

How is multivariate data analysis used in marketing?

May 9, 2012By Simon FosterCustomer Analytics, Direct Marketing Training

‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding of the customer base. This increased understanding of customer behaviour permits the development of customised offers, relevant creative messaging and more accurate media targeting – particularly with techniques like email and … Read More