Joel Rubinson

Sep 12, 2023 | greenbook.org | Joel Rubinson |Rubinson Partners

Those in marketing analytics, research, and academia tend to view experiments as a gold standard. Careful…test vs. control reads are hard work too. I am going to show you how testing can overestimate lift and underestimate advertising ROI. The reasons for this misestimation will also give you avenues to take corrective action and prevent this from happening to your research and testing.

Jun 13, 2023 | greenbook.org | Joel Rubinson |Rubinson Partners

Broadly speaking, marketing research studies fall into two classes…descriptive and predictive. Descriptive research includes things like segmentation, A&Us, qual, even brand trackers which are retrospective in nature. One of the biggest challenges to marketing research is when actions from the insights are not clearly indicated to marketing. The reason? We researchers do not try hard enough to flesh out the predictions embedded in the insights by creating a math structure to our findings.

May 9, 2023 | greenbook.org | Joel Rubinson |Rubinson Partners

First, let me clarify…I’m not talking about MCMC which most of us use. I’m talking about Markov matrices. You will be amazed by the predictive power embedded in a switching matrix like this one. From this matrix you can estimate:1. Each brand’s market share2. Each brand’s cumulative penetrationIn particular, you might be shocked (as I was) to discover you can estimate each brand’s penetration without knowing a brand’s market share. Here is how it all works. What is a Markov switching matrix?