by Bob Walker | Mar 15, 2023 | Marketing and strategy, Marketing research, Media Planning, Multi-touch Attribution
Companies that focus on buyers who have bought your brand – even at a minimal level – are significantly more likely to shift more of their total share of consumption to you. First you must find them, and then target them effectively with incremental ad...
by Bob Walker | Mar 15, 2023 | Customer experience, Marketing and strategy, Marketing research
In the acquisition process, revenue metrics are critical to assess business value. However, the need to assess customer health is often overlooked. In customer-facing businesses, this is especially dangerous. Without a clear “line of sight” into customer...
by Bob Walker | Oct 24, 2022 | Analytics, Communications, Marketing and strategy, Marketing research
A recent conversation on A/B testing with a client revealed an interesting perspective about messaging and positioning. The client, extolling their company’s rigorous A/B testing approach, failed to recognize a simple but scary fact: it is easy to compare multiple...
by Bob Walker | Jun 24, 2021 | Business strategy, Marketing and strategy, Marketing research
If you have been in business long enough, you know that the hard work of research is sometimes seen as optional or discretionary by some management teams because it’s hard to calculate the true ROI of research. But we’re thinking about this all wrong. Companies...
by Bob Walker | May 26, 2021 | Business strategy, Marketing and strategy, Strategic research
Whenever we go to Amazon, or Netflix, or any other site, we are immediately presented with dozens, if not hundreds, of choices. Many of these choices are randomly selected by the retailer based on past purchase behavior across the buyer’s digital mesh. Across...
by Bob Walker | Mar 25, 2021 | Analytics, Marketing and strategy, Marketing research
Those of us who have spent some time in research departments tend to think in linear terms. By that I mean that there is a “classic” sequence to follow to understand customer needs, new product opportunities, line extensions, new advertising, etc. For example, we...
