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Mythbuster: Ignoring the 'still' majority
Les Binet and Sarah Carter, Admap, April 2013, pp. 9-9
In their regular column, the authors question why the advertising and media industries insist on ignoring the 'silent majority'.
In their regular column, the authors question why the advertising and media industries insist on ignoring the 'silent majority'. They point out that advertising likes to focus on what is easy to see and measure. So while 90% of the marketing universe consists of behaviour that cannot be easily tracked, the industry focuses on the easy 10%. Binet's and Carter's advice when seeing a "headline percentage", subtract it from 100 and spend more time thinking about that, probably larger, percentage as that is where most of the real action is likely to be.
Adaptive Execution in Media Planning
Malcolm Murdoch, Warc Exclusive, Datacentric, December 2011
Malcolm Murdoch, director of digital data and performance, Mindshare presented at the Warc Datacentric conference in London.
Malcolm Murdoch, director of digital data and performance, Mindshare presented at the Warc Datacentric conference in London. He discussed the importance of clear targets and making media planning more data-focused and less research-focused in a world of continuous, rather than discrete, data. Integrating data from retailers, set top boxes, mobiles and the web, provides greater depth to planning models. Also considered is how to approach audience targeting online, by making ads relevant and personal.
Mythbuster: Don't believe all the stats
Les Binet and Sarah Carter, Admap, October 2011, pp. 9-9
Particle physicists don't treat results as statistically significant unless there's under a one in two million chance that it's a fluke.
Particle physicists don't treat results as statistically significant unless there's under a one in two million chance that it's a fluke. While this may a bit extreme, Binet and Carter think marketers do need to raise their game a bit when using stats. They have noticed that quantitative research companies raise statistical significance issues far less nowadays and planners aren't routinely trained to query sample size either. Correlation doesn't equal causation and causation isn't always what you think it is either.
How the performance score can simplify data
Michael Lieberman, Admap, December 2006, Issue 478, pp. 51-52
Michael Lieberman, president of Multivariate Solutions, explains how to calculate a performance index that can be used to simplify statistical data, and produce results that are easily understood and actionable.
Michael Lieberman, president of Multivariate Solutions, explains how to calculate a performance index that can be used to simplify statistical data, and produce results that are easily understood and actionable. Firstly he describes how the score/index is created, then illustrates two applications - one for an editor to choosing a front page, the other for a multiple retailer. Finally he suggests a graphic to present the results.
Michael Lieberman, Admap, April 2006, Issue 471, pp. 46-48
Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) analysis.
Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) analysis. These cover maximising reach and minimising media costs; calculating incremental value of adding a new product line; attracting most customers with fewest product varieties; and projecting budgetary choices, and he provides examples for each.
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