I realize TV played a big role. What if you are predominantly investing in digital assets (display, search, email, social, website).
Was the message/content focused on Activation aka short-term sales or Brand Building, aka Long-term effects? Does this difference actually matter?
Selfishly, do you think this holds up for Healthcare networks/providers (primary care physicians and hospitals)?
Sharp, Binet, Field etc. would suggest that you target for Activation efforts (short-term sales) and leverage reach/broad audiences when focused on Brand Building. What is your guidance now?
What about the role of content? Did that differ in any of the plans? Did/does content impact the ROAS?
You still need high quality messaging, right? You can't just run anything and get the same response, can you?
Why was ROAS selected as the main KPI for success when many brands are shifting to LTV as a stronger metric for media performance?
What data sources do you need to be able to target the 'movable middle' for a particular brand?
People who are predicted to be more responsive to a brand’s advertising are more likely to be heavy buyers (more aware, higher recency). We know from ‘How Brands Grow’ that light and non-buyers are the key to brand growth.
How is Joel Rubinson's thinking different from Peter Fader's thinking? Seems similar.
