The Marketing Calculator Blog

ProRelevant's Blog on Marketing Strategy, Tactics and Research

Brands Miss Profit by Not Optimizing Media Budgets

A recent Ebiquity study found brands could improve their marketing ROI by 4% if they reallocated spend from outdoor, press and digital display to TV, radio and digital video. It stated that brands are missing a potential of $45 billion in profit by not optimizing...

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Why Innovation Fails—and How to Prevent It

It may be human nature to focus on success, rather than failure, yet we can learn from both. Most companies look to successful businesses and booming upstarts for innovative ideas. This “survivor bias” means that only the winners are tracked; thus, the data is...

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More is Better with Multi-Touch Attribution Modeling

Marketers are consumed with psyching out consumer behavior. And well, they should be. Analyzing different marketing approaches along the customer’s digital path will help determine what drives growth. Historically, marketers focused on the consumer’s path itself, and...

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Marketing Disconnect in Data Analytics

FACT: Data teams at major brands are not working with sales teams to customize marketing efforts. This dysfunctional relationship works against the current reality that data-driven marketing for direct-to-consumer products is booming. The lack of collaboration hurts...

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The Funnel Tunnel to Success

Among the lingo of marketers is the word “funnel.” This term was coined to describe the purchase process of consumers.   The customer goes through the following in the purchasing cycle: awareness, intent, desire and action This construct, AIDA, is called the purchase...

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Marketers have the daunting task of predicting and understanding consumer behavior.

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