Academic research and marketing book reviews
What Binet & Field really found in 'The Long and the Short of It' — the two advertising effects, the 60:40 split, share of voice predicting share of market, and common misinterpretations.
A research review of Byron Sharp's 'How Brands Grow' — the seven laws, penetration vs loyalty, mental availability, distinctive assets, and the 95:5 rule for B2B.
Attribution vs MMM vs Incrementality — which actually measures marketing? A comparison of the three methods, their causation traps, and which to use by maturity and size.