The Top Nine Things About Lists that Marketing Scientists don’t want you to know about

9. They know that any mention of a list is total baiting. People love lists. You’re here now, aren’t you? 8. They deliberately use an odd sounding number for the length of a list. Round numbers like 10 sound engineered. 7. They know that there’s a high reading completion rate on such a list. That [...]

Mar

31

Cutting The Cable: 10 days on

I cut the cable on March 17. Cutting the cable means ‘to unsubscribe from cable and/or satellite TV”. First, a few words on the substitution. I face the CN Tower, with a clear line of sight. As a result, over-the-air for the live weather and idiotic fluff works nicely. It provides zombie noise for those [...]

Mar

27

Tweets with Evan Lapointe

A good twitter exchange with Evan Lapointe follows below. I’ve tried to put them into sequence, but admittedly, we were actively tweeting at one another in a cluster of ideas. I started tweeting Evan out of the blue, in part because of a podcast he was in, I initiated: CB: @evanlapointe You make good points. [...]

Mar

23

Forecasting, Scenarios, and Targets

A Forecast uses a statistical method and historical data to make a statement about what is likely to occur in the future. A Scenario uses a generalized model, in the absence of contextual historical data, to make a statement about what is likely to occur in the future. A Target is a statement about what [...]

Mar

22

Never Say No To Panda

The Panda Cheese commercials are brilliant, and I’d like to believe, a product of scientific advertising. I have no basis for that, but I’m heaping praise on the creative and the analyst who worked on it. You can see the series of commercials here. Specific elements: Divergent use of a violent panda. Repetitious use of [...]

Mar

17

Cutting the Cable in the Three Screen Era

I cut the cable tomorrow. For specific firm, I will go from being worth a stable $170/month subscriber, complete with PVR, to being worth nothing. I’m switching my Internet to a non-UBB restricted wholesaler. I will continue to spend $10/month for Netflix. I will get my live TV with the “free”, Over-The-Air broadcast signal from [...]

Mar

16

A Few Words about ICE and Increasing Campaign Effectiveness

The paper “Increasing Campaign Effectiveness”, abbreviated ICE, is out. You can find the paper here. ICE is not the successor to Value of a Fan, abbreviated VOAF. We asked different questions. Last year, in response to VOAF, many of my cohorts came forward with brilliant follow up questions, and the dialogue that ensued contributed to [...]

Mar

14