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.
What is meant by brands have significantly different BDIs across geos?
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