About Us
Sign In Sign Up
Coming Soon Upfront / NewFront Calendar
Media Village logo
Insider InSites MediaBizVillages Columnists Journalists MediaBizBloggers

We Must Understand the Reasoning In Marketing and Media

We Must Understand the Reasoning In Marketing and Media

Author

Bill Harvey photo

Bill Harvey

Publish date

November 16, 2018

Channel

In Terms of ROI
22

Many practitioners quote the sages without a deep enough understanding of what led them to their conclusions.  This is part of why we do not practice in our offices what we preach in our choirs.  Many who quote Byron Sharp regarding the principle of The Next New Customer did not study the reasoning which led him there, and therefore carry out plans he would not approve.  For example, TRA's Ayala Cohen discovered that there is an ROI on households that had not bought the category in a year -- but it appeared to me lower than the Consumer Lifetime Value (CLV) except in the few cases where the targets had been chosen exactly right.  In other words, it mostly wasn't worth it to get them.

AlertMe
Page  of  Prev Next
22
Bill Harvey photo

Bill Harvey

Bill Harvey has spent over 35 years leading the way in media research with pioneer thinking in New Media, set top box data, optimizers, measurement standards, privacy standards, the ARF Model; and inventions such as ADI/DMA, addressable commercials, passiv... read more

ADVERTISEMENT

Most Shared

  • Izzie Pick Ibarra: The Woman Behind Fox’ Smash Hit “The Masked Singer”
  • Xandr's Catherine Williams: Mathematician, Storyteller, Leader
  • Hallmark's Sixth "Kitten Bowl" and First "Cat Bowl" to Be Telecast This Weekend
  • Trevor Donovan Returns to Hallmark In "SnowComing"
  • Stuart Elliott: The Super Bowl Ad Phenomenon Is Turning XXXV
Media Village logo

22
Media Village white logo
MyersBizNet, Inc.
Jack Myers TomorrowToday Economics / TV / Video Download / Lunch at Michael's / Wall St. Village / AdTech Village / CMO Village / Audio InSites Village / Creativity Village / Auto InSites Village
Company
  • About Us
  • Contact Us
  • Editorial Guidelines
  • Privacy Policy
  • Terms of Use
  • Official Sweepstakes Rules
  • Partner Showcase
Follow us
Our reports

Advertising, Shopper Marketing & Trade Communications Spending Data and Forecast.

Get our reports
GET IN TOUCH

We'd like to hear from you! Call us, send us an email or request a meeting.

Contact Us
Receive e-mail News & Updates

Thank you for visiting MediaVillage.com. Subscribe for free to receive our e-reports and weekly updates.

Sign Up

Menu

Home Insider InSites MediaBizVillages Columnists Journalists MediaBizBloggers

Follow us!

About Us