Harvard Business Review: What businesses get wrong about digital advertising
15 Mar, 2021 12:52 AM
6 minutes to read
Harvard Business Review
By: Sinan Aral The effectiveness of digital ads is wildly oversold. A large-scale study of ads on eBay found that brand search ad effectiveness was overestimated by up to 4,100 per cent. A similar analysis of Facebook ads threw up a number of 4,000 per cent. For all the data we have, it seems like companies still don t have an answer to a question attributed to the famous 19th-century retailer John Wanamaker: Which half of my company s advertising budget is wasted?
It should be possible to answer this question, though. Because what s getting in the way is not a lack of information the problem Wanamaker faced but rather a fundamental confusion between the phenomena of correlation and causation.
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Market Research: AIMRO Agencies Set the Pace Globally
February 26, 2021
Pictured: Luke Reaper
In a new series of features, published in association with the Association of Irish Market Research Agencies (AIMRO), Luke Reaper, chairman of the Association looks at how Irish agencies fared in a recent ESOMAR
client study.
The recent independent ESOMAR Global Client Survey conducted in September 2020 clearly outlines that AIMRO (Association of Irish Market Research Agencies) members lead globally in terms of the quality of research delivered to clients.
The motto “the customer is always right” is a phrase pioneered by Harry Gordon Selfridge, John Wanamaker and Marshall Field in the early 1900’s. These were successful retailers who learned early in their careers that the success of their stores depended on the happiness of their customers, and so the slogan has long been regarded as the cornerstone of customer-centricity.