Digital ads increase sales. A lot.

Advertising effectiveness continues to be misunderstood, with the latest Freakonomics podcasts popularizing the low and uncertain individual-level effects of TV Advertising and Digital Advertising. As I blogged 7 years ago, this question is relevant to the academic, but not to the brand manager, CMO, CFO or CEO. What matters is not whether we can prove…

How to manage your social media

by Eric Weiss and Koen Pauwels, based on the paper by Peters, Chen, Kaplan and Ognibeni in Journal of Interactive Marketing Rising social media ad spend has topped $40 billion in the US in 2020, and keeping a pulse is both important and challenging for companies. The structure of social media diverges from that of…

Smart Marketing Delights

Smart Marketing is a unique book by Dan White, co-creator of BRANDZ, Link, CrossMedia and other successful marketing measurement approaches at Kantar. In a very short time, Dan manages to not only convey most of the good marketing wisdom out there, but also do it in a very visual and easy-to-read style. I especially liked…

Price War, what is it good for?

By Eric Weiss and Koen Pauwels Wars always have casualties, but may not always have a winner. This also goes for business wars, particularly when successive price cuts have companies selling below cost. In the US, this regularly happens in industries stuck with fixed costs and faced with declining demand, such as airlines right now.…

Fans Only? Why brands love haters

By Eric Weiss and Koen Pauwels The playful circus that is social media poses challenges for brands aiming to navigate it to grow and engage their audiences. Marketing managers weigh the costs of open conversations on their public posts versus censoring or taking other action against negative comments. We address these concerns in our publication…

Why brands grow and how to help

Growing your brand is a key objective of marketing managers, as strong brands make your company more money, faster and with less risk. They also help you attract the best employees, give you the best deals with channel partners and get the attention of financial investors. But how should you go about growing your brand?…

The Hype Machine review 5 stars

‘‘What we don’t know is whether these [misinformation] efforts tipped the 2016 election, or if they are affecting the current election in 2020. We don’t know because we aren’t measuring it. To harden our democracies to the threat of digital manipulation we need research and legislation: research to understand the threat, and legislation to neutralize…

Dark Side of Component sharing

By Eric Weiss and Koen Pauwels For companies looking to lower costs across their vertical product lines, component sharing is an attractive opportunity. Cutting costs is not always beneficial, however, as worsened customer brand evaluation may outweigh any savings incurred by such component sharing techniques. Indeed, our survey finding that  93% of car buyers were…

World’s top 2% scientist thanks you

Do you also get so involved in fascinating projects that recognitions escape you for months? Just this morning, I saw my name as top 2% worldwide scientist in the 2019  study by the Meta-Research Innovation Center at Stanford (METRICS). Looking at several indicators, this study analyzed data from 1996 through 2019, covering ~7 million scientists in…

Launch products in this recession

By Alissa Chen and Koen Pauwels The U.S. economy has officially been in a recession since early June as a direct result of the global COVID-19 pandemic. Unemployment rate reached 13% back in May and still stands at 8% in October. The world has not experienced an economic shock of such magnitude since at least…