The 80:20 rule says 80% of sales come from your top 20% of buyers. The Ehrenberg-Bass data says that's a myth. Here's why chasing heavy buyers fails and what to do instead.
Definition & evidence →A consideration set is the small group of brands a buyer thinks of for a purchase. Here's the evidence on why sets are small and why category entry points are a better lever.
Definition & evidence →Differentiation means being seen as meaningfully unique; distinctiveness means being easily noticed and remembered. The evidence favours distinctiveness. Here's why.
Definition & evidence →Premiumization sounds appealing — charge more, serve better customers. But the Ehrenberg-Bass evidence says growth comes from penetration, not from trading up. Here's what actually works.
Definition & evidence →Price elasticity measures how sensitive demand is to price changes. The Ehrenberg-Bass evidence on promotions, brand strength, and pricing power — and what it means for practice.
Definition & evidence →The negativity bias means negative information hits harder than positive. But in advertising, attention isn't the same as effectiveness. Here's the evidence.
Definition & evidence →Fame campaigns — those that get the brand talked about — produce disproportionately large business effects. Here's the IPA evidence, the mechanism, and how to build it.
Definition & evidence →Emotional campaigns drive long-term, profitable growth; rational messaging drives short-term sales. Here's what the IPA evidence shows — and why most brands get the balance wrong.
Definition & evidence →Incrementality testing measures the causal lift marketing produces by comparing an exposed group to a control. Here's how it works, why it matters, and how it cuts through attribution noise.
Definition & evidence →Multi-touch attribution divides credit for a conversion across the digital touchpoints in a path. Here's how it works, why it confuses correlation with causation, and what to use instead.
Definition & evidence →Marketing mix modelling uses regression on aggregate sales data to estimate each marketing input's contribution to sales. Here's how it works, where it fails, and why it's back in fashion.
Definition & evidence →Marketing efficiency is the cost of producing a unit of marketing output. It is not the same as effectiveness. Here's the distinction, the evidence, and why optimising efficiency can destroy value.
Definition & evidence →