Simon Foster - MarketingIQ

Advertising Frequency and Diminishing Marginal Utility

December 1, 2008By Simon FosterAdvertising Evaluation, Media Evaluation, Media Planning

Economists have a concept called Diminishing Marginal Utility. This means that each additional time a consumer consumes something they get less satisfaction from consuming it. So, if I have one coffee, I find it very satisfying, two could be OK, but by the time I get to three I’m not getting much additional satisfaction, infact, … Read More

Dairy Milk gets the gorilla, but Galaxy gets the growth

September 27, 2008By Simon FosterAdvertising Evaluation, Media Evaluation

So, Dairy Milk with its Drumming Gorilla TV ad campaign has posted a sluggish 2% market share growth whilst ‘run of the mill’ Galaxy has romped home with a 12% growth. Research has shown that the Gorilla ad is more memorable than Galaxy activity, but clearly this success in recall does not seem to have … Read More

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I am an independent marketing and media effectiveness consultant, with an emphasis on delivering marketing science-based solutions to advertisers. My independent status allows me to show you “how it is” rather than “how it ought to be”.

I offer extensive experience to support this, having worked at multiple market-leading agencies and media companies including CACI, Channel Four, Initiative, Mindshare, mSix, Ogilvy and PHD.

Client Experience: You can see my client experience here.

Awards: In the last four years my team has won three MediaWeek Awards (a gold and two silvers) for Best use of Econometrics, and a Silver for Best Use of Data and a Special Award for Attribution in the 2019 WARC global Best use of Data awards.

Technical: From a technical point of view I use R for all modelling and have undertaken extensive R courses including Tree Based Models in R, Visualising spatial data in R, Analysing Social Media data in R, Time-Series analysis in R, Correlation and Regression in R, Data Manipulations with dplyr, Multiple and Logistic Regression R, Intermedia R and Modelling with Data in the Tidyverse.

I use these pages to share knowledge and skills with people who might be interested. If you want to follow me on LinkedIn you can find me here.

Enjoy! Simon.