Mindblown: a blog about philosophy.
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The “5 CMO Objectives” According to the AMA / Deloitte and How MSW Addresses Each
The 26th edition of the annual CMO survey conducted in February 2021 for the American Marketing Association by Deloitte, identified that the importance of Marketing had increased during the pandemic. CMOs said that they were focused on brand building and reported 5 specific “Objectives”. MSW Research directly addresses each of these “5 CMO Objectives” with…
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The Crypto Bowl: How Crypto Exchange Super Bowl Ads Affected Awareness and Brand Preference
As usual, there was almost as much hype about the ads in the Super Bowl this year as there was about the game itself. And one of the advertising storylines this year centered around Cryptocurrency Exchange ads. This represented a coming-out party for Crypto Exchanges on the year’s biggest advertising stage. While the four Crypto…
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The Persuadables℠; the consumer segment with the highest ROAI
The Persuadables℠; the consumer segment with the highest ROAI. Essentially, it’s a narrowing of your target from a broad-based approach to those consumers who already have a likelihood of choosing your brand. And because they already have a predisposition towards your brand, they are more responsive to advertising, easier to move and ultimately return a…
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Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validation Case Study
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing system has been extensively validated, showing that test results on key metrics are predictive of subsequent sales results from airing the tested advertising. A partnership between MSW and predictive marketing analytics firm Keen set out…
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Unusual Statistical Phenomena, Part II: Stat Testing of Percentages
Sometimes when looking at the results from survey data, we see something that makes us say ‘huh?’ or ‘that doesn’t look right’. When the odd results persist after verifying the data were processed correctly (always a good practice), there is typically still a logical answer that can be uncovered after doing some digging. Sometimes the…
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Do you ever look at your data and say, “huh?” The Unusual Statistical Phenomena of Simpson’s Paradox
Sometimes when looking at the results from survey data, we see something that makes us say “huh?” or “that doesn’t look right”. When the odd results persist after verifying the data were processed correctly (always a good practice), there is typically still a logical answer that can be uncovered after doing some digging. Sometimes the…
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Addressing Today’s Marketing Challenges – A New Predictive Brand Growth Marketing Model
All marketing is built upon mental models (conceptual frameworks that allows humans to make sense of the world) that explain how marketing works and inspires and guides action. Many mental models are not explicitly stated, and this leads to confusion when different members of the marketing team have different models. In our experience, companies that…
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MSW Research, Wins Best Practitioner Paper 2021 by the JAR Editorial Board
Today, the Advertising Research Foundation announced that the paper “Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP” has been voted Best Practitioner Paper 2021 by the JAR Editorial Board. Along with co-authors Frank Findley of MASB, David Stewart of…
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Streaming Services Deep Dive… | The Brand Strength Monitor / RDE Chart of the Week | Pre/Post Pandemic Penetration and Usage
In our last Chart of the Week we started looking at the Subscription Video Streaming Services category and specifically the pandemic winner – HBO Max. This week we’re taking a deep dive and examining the Pre/Post Pandemic Penetration and Usage by demographics. The MSW TBSM tracking service measures category penetration and level of usage as…
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| The Brand Strength Monitor / RDE Chart of the Week | HBO MAX: Pandemic Winner
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. The RDE composite strongly relates to – and helps explain – CCPreference which itself is a validated predictor of market share. Comparing RDE Assessment taken before the pandemic…
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