P&G impatient with unverified media MR. New measure seeks ad relevance for women. (RBDR 10.27.2016)

Today on RBDR:

1) Procter & Gamble has run out of patience with media research that is not transparent and that lacks third-party verification.

2) Plus, with growing evidence that advertising creative does not keep women sufficiently in mind, the Association of National Advertisers and its Alliance for Family Entertainment group are working on a Gender Equality Measure™ designed to vastly improve advertising to impact women. Read the story on this item by clicking here.

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10 keys to client insights engine. P&G’s digital mktg confession. (RBDR 09.14.2016)

Today on RBDR:

1) With Unilever as the example, EVP Consumer & Market Insights Stan Sthanunathan and CMO Keith Weed discussed in the Harvard Business Review 10 characteristics of fully-functioning client insights engines. Read the original HBR article by clicking here.

2) Procter & Gamble Chief Branding Officer Marc Pritchard lets it all hang out about how little its brands have achieved in their complicated digital marketing exercises.

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comScore negotiating for Arbitron cross-platform assets, Digital Marketing is working/not working (P&G says “Aye,” Adobe survey disagrees), Odd MR News (RBDR–9/25/13)

Today on RBDR: 1) comScore is negotiating with Nielsen to buy Arbitron technology
cross-platform assets. 2) How well is digital marketing working? Depends who you ask. An Adobe survey says there is still a huge learning curve; P&G says it’s working so well that digital marketing has become mainstream marketing. 3) Odd MR stories: The Wall Street trader who repeatedly (even on Election Day), aggressively bet that Mitt Romney would be elected president, plus the Houston Astro’s unbelievably low TV ratings (they couldn’t get lower).

Sponsored by Decision Analyst, (http://www.decisionanalyst.com), delivering a synergistic blend of primary research, analytic consulting and modeling.

Did you know that advertising failure results primarily from lack of an accurate feedback mechanism? Of that recall of specific ad messaging is rarely a good indicator of ad effectiveness?

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