Find A Way: The True Big Creative

2023-11-02

Those with lots of gray hair in this business (including the authors) will recall that the eminent dean of measurement, the ironically named David Poltrack, determined that 70% of the effectiveness of a TV ad was related to the creative content —even Google quotes it. Get the creative narrative right, and you’re more than halfway … Read more

The Right Way to Measure Media

2023-07-06

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. The goal of understanding how marketing and advertising resources … Read more