by sitemanager | Sep 28, 2020 | Uncategorized
Incrementality is easily overlooked during a period of economic expansion. We would argue that doing so is bad business when environmental conditions are good. Further, failing to understand the contribution of incrementality versus transferred demand in a downturn...
by sitemanager | Aug 28, 2020 | Uncategorized
I try not to let the blog turn into a sales pitch. But during a recent discussion on how to encourage clients to invest in Middlegame services during COVID-19—or once we finally emerge from the pandemic—my business partner Vegard Søhus reminded me...
by sitemanager | Jul 31, 2020 | Uncategorized
We like a lot of the things that they do at the fellow analytics firm, SKIM. We take a slightly different approach to understanding shopper response: we explore the historical context of the “wide-angle view” with all the competitive products in...
by sitemanager | Jun 10, 2020 | Uncategorized
All of us have been through a series of rough months so restarting the blog little less serious than usual has been on my mind. We haven’t been asked about the name of the brand for years, but it came up twice in recent client discussions. Revisiting how...
by sitemanager | Feb 26, 2020 | Uncategorized
We often refer the book Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance. I sent a used copy to a client after highlighting several of the Chapter Seven elements on pricing. The book is easily the best source for marketers wanting to...
by sitemanager | Jan 17, 2020 | Uncategorized
Numerous analysts and pundits have documented the recent significance of new entrants across categories. They have also noted the challenges these are putting on the large multinational FMCG firms. The dominance of their big brands is rapidly declining. The most...
