Blog posts

  • December 12, 2018BlogFeatured

    Focus on the Bottom Line – Rules of Thumb for Establishing Marketing KPIs

    Marketing metrics can be helpful, but the holy grail of marketing measurement is linkage to the business P&L As we approach the end of 2018, it’s once again time for New Year’s resolutions and goal setting.  This time of the year, we often hear from our clients on their objectives for the coming months and…

  • November 6, 2018BlogFeatured

    Embracing Analytics for Storytelling: Science Meets Arts

    We were very proud to learn that the team at Scotts Miracle-Gro were winners of a coveted ANA Genius Award in the Data Analytics Storytelling category. The ANA Genius Awards recognizes outstanding achievement in data and analytics – and the Storytelling category is by far the most fascinating as it is where we see the…

  • October 30, 2018BlogFeatured

    Pan-Regional Strategies Require Local Nuance: A Latin American Example

    In this interconnected world assumptions can make fools of us all. Our judgement can be unconsciously biased by the regions we are familiar with.  It can lead us to the common mistake of thinking something that works well in one place will work well in another. It is important for any modern marketer to recognize…

  • September 24, 2018BlogFeatured

    Reach-Based Planning is not Enough

    Advertisers have been recently making moves towards variations of targeting and reach-based planning as they shift funds towards digital advertising.  In principle, this is a smart step towards media planning and buying.  More reach within your specific customer base should translate into more sales, right?  Well… not always. One area that seems to be overlooked in planning is…

  • September 17, 2018BlogFeatured

    Award Shows and Major Sporting Events: Advertising Gold or ROI Blooper?

    Large TV audiences will be tuning in for the Emmy Awards tonight, and many advertisers have the show and other high-profile events circled on their media plans as they’ve made a large investment when choosing to advertise during those show. Advertisers clamor for opportunities to reach large audiences and expose their brands to the masses. …

  • August 2, 2018BlogFeatured

    The Right Tool for the Job: Linear Regression, Machine Learning and Ice Cream

    I’m frequently asked by clients about machine learning (ML) and AI and whether they should be leveraging it at their company. The questions range from the general (“What’s the deal with AI?”) to the more pointed in nature (“Why are we doing linear regression and not machine learning for our study?”). It’s natural, as there…

  • July 23, 2018BlogFeatured

    Are All Impressions Created Equal?

    If you want to reach a large number of customers or potential customers, you may think that reaching the most people for the least cost is an intelligent goal. If an impression is getting your ad in front of a person, then surely more of them is better – especially if reach is a part…

  • June 19, 2018BlogFeatured

    GDPR – A Shift in Personalized Marketing Effectiveness

    Lucien van der Hoeven, Analytic Partners General Manager EMEA By now, we all know that GDPR protects consumer’s privacy and limits marketeers in their “freedom” to reach out. But it isn’t all bad news for brands! In fact, we suggest that you set aside your fears to embrace the multifaceted requirements of the GDPR. Unique…

  • May 2, 2018BlogFeatured

    Navigating the Digital Whirlpool

    Analytic Partners’ Senior Director Kristin Moody spotlights both the uncertainties and the certainties of digital advertising in turbulent times. In viewing the state of digital advertising, it’s clear we live in “interesting times” for marketers.  Contrary to popular myth, that phrase is not a Chinese curse, but it is nicely laden with irony.  And while…

  • April 25, 2018BlogFeatured

    FIFA 2018: State of the Sponsorship

    Tom Wiesman, Senior Director, looks at the trends in FIFA sponsorships Oh, how so much can change in four years!  Back in 2014, before the kick-off of the FIFA World Cup in Brazil, we discussed the value of a FIFA sponsorship and if sponsors would see a reasonable return on their investment.  Fast forward one…