The Impact of Trade and Distribution on CPG Success
For the Consumer Packaged Goods (CPG) industry, a lot of focus in marketing analytics is placed on things like marketing mix modeling, consumer behavior, and brand strategy. But there’s another crucial piece that often doesn’t get as much a...
Read More »MTA is Dead! Long Live MTAi: The Future of Multi-touch Attribution
For years, Multi-touch Attribution (MTA) has been the cornerstone of marketing measurement. It promised precise insights into the customer journey, enabling marketers to optimize campaigns, allocate budgets, and drive ROI. But as we face ne...
Read More »Understanding Target’s Strategic Price Reductions Through Budget-Constrained Choice-Based Conjoint Analysis
Recent news has highlighted that Target is anticipating lower sales during the 2024 holiday season and has already begun reducing the prices of many products. This strategic move comes in response to a challenging economic environment where...
Read More »Understanding Choice in CPG
In consumer packaged goods (CPG), understanding consumer choice involves unique challenges. CPG researchers often use scanner and panel data, with existing share estimates that make even minor share shifts significant. Some key issues in CP...
Read More »Countdown to Black Friday: Retail Media Strategies for Holiday 2024
Retail media has proven to be particularly effective during seasonal periods. Retailers live and die by seasons, which create natural peaks and valleys in consumer demand. From New Year’s resolutions and Valentine’s Day to Easte...
Read More »Understanding Media Attribution to Sales
A common question I often get about media attribution is, “How do you attribute media to sales?” This query always excites my inner data nerd! My typical enthusiastic response is, “We fit a hierarchical Bayesian model that...
Read More »Better Business Results through Robust Marketing Measurement and Optimization
Marketing’s primary objective is to drive profitable business outcomes. While specific goals may vary across companies, the overarching aim typically involves achieving sales targets, increasing market share, cultivating brand health,...
Read More »Constrained Choices in Choice-based Conjoint Analysis
An essential concept in consumer decision-making is that choices are made under constraints. Chiefly among these are having enough time and enough money, which are particularly pressing in today’s post-pandemic, inflationary climate....
Read More »Four Next Generation CBCA Tools to Understand How People Make Choices
Marketing aims to influence the decision-making moment when a buyer selects your brand or item. This choice translates to adoption, increased revenue, loyalty, and growth. For decades, researchers have been looking for an unquestionable sou...
Read More »Why is Retail Media ROAS so Hard to Measure?
There are a lot of signs that trade and retail media networks (RMNs) are converging. This is driven on the one hand because retail media and trade are increasingly financed from the same source: sales co-op funds. On the other hand, they ar...
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