Rubinson Partners

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?

Apr 11, 2023 | greenbook.org | Joel Rubinson |Rubinson Partners

The measures from a survey I trust the most relate to market share. However, sometimes you need to know what percent of consumers engaged in a particular behavior or had a certain need over a given period of time. This is a “cumulative penetration” measure and consumers are bad at recalling this because of telescoping and imperfect memory. So how can you estimate penetration analytically as an alternative approach which can also be used for logic checking survey answers?

Mar 14, 2023 | greenbook.org | Joel Rubinson |Rubinson Partners

Survey takers don’t mean to be tricksters but remember when someone clicks a link to take a survey their mind was almost certainly somewhere else vs. the topic they will be surveyed about. Also, psychologists know that memory is reconstructive, not like going back through a book of photographs…more like person is recreating what is most likely to have been true based on how they view themselves in the world then. Here are four ways that surveys can go wrong and what you can do about it.