4 findings
Knowledge › Marketing Analytics
For established brands, sales respond most to distribution and price; read the ranking as a size comparison, not a budget menu.
Knowledge › Marketing Analytics
Advertising awareness, consideration, and liking are sales drivers, not soft metrics.
Knowledge › Marketing Analytics
Marketing research explains about as much of market behavior as psychology does.
Knowledge › Marketing Analytics
What moves the company's stock-market value is the brand and customer base you own; the ad budget you spend in any one year barely moves it.
Cross the framework