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...
Read More »Breaking Down Silos to Unlock the Full Potential of Retail Media Networks
In today's rapidly evolving marketing landscape, Retail Media Networks (RMNs) have emerged as a critical component of marketers' media strategies. According to a recent article in Insider Intelligence, RMNs have grown exponentially across a...
Read More »Advertising at the Last Possible Moment
Byron Sharp makes a good case in this article here that search is more like shelf-space than it is like advertising and applies it beyond the typical discussions around paid search to the growing domain of retail media. He is right that we...
Read More »The standard method of determining price sensitivity is flawed! But there is a better way.
It is always tough when we discover that the gold standard for decision support in any business challenge needs an update, if not total rethinking. Such is the case with the broadly accepted “best practice” approach to determining price ela...
Read More »Attribution Analysis Letting You Down? Why Not Return to MMM?
Marketing attribution analysis was great in theory. What are the things consumers see and hear that influence and prompt them to act, specifically to buy a product or service? It would be nice if it were simple and binary: Consumers see thi...
Read More »Marketing Mix Modeling Retakes its Role in Media Optimization
Mark Garratt, Partner and Co-Founder at in4mation insights We are at an interesting inflection point in the world of advertising media, for sure. Since the days of media being dominated by broadcast advertising (remember those voices shouti...
Read More »What flavor of Bayes is your MMM provider using?
Choosing an MMM partner who uses the best form of Bayes will guarantee you more accurate analysis and help you make better decisions.
Read More »Retail Media can be profitable for brands – here’s how!
Retail Media networks are growing at a rapid pace, but brands are confused about how to allocate their spend. Learn how i4i's Robust Bayes™ approach to MMM can help.
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