9 January 2015
We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV […]
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30 May 2014
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of […]
7 January 2014
The question of sales generation is a growing problem for social media. Despite all the hype, it’s almost impossible to find any conclusive cross-category evidence that social […]
27 October 2010
Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given […]
30 July 2010
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if […]
1 December 2008
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, […]
27 September 2008
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 […]