How DTC Brands Can Estimate True Price Elasticity
Last week, we explored how excessive discounting might be training your customers to wait for your next promotion. Certainly, an occasional discount can help an
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Last week, we explored how excessive discounting might be training your customers to wait for your next promotion. Certainly, an occasional discount can help an
Last week, we discussed the value of media mix modeling in deciding how to allocate your marketing budget. Media mix models are highly effective at
Businesses – especially DTC brands – have never had so many media channels by which to promote their products. Upper-funnel channels like YouTube, TV, Podcasts,
We’ve discussed segmentation in previous posts. Segmentation identifies valuable customers; lookalike modeling (LAL) helps you find more of them. LAL modeling is a predictive modeling
Over the past few years, direct-to-consumer (DTC) brands have increasingly turned to zero-party data—information customers intentionally and proactively share. This shift reflects a broader move
Like many DTC brands, your business likely relies heavily on transactional data for insights. It tells you who your customers are, what they buy, and
Why Thinking Locally Gives Small Brands a Big Edge Every founder of a CPG startup aspires to scale his/her new product nationally. And with the
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker Wanamaker was either
Direct Mail Isn’t Dead—It’s Your Omnichannel Edge I grew up in the age of mail-order: catalogs, sales letters, Columbia House. My first job out of
Every marketer knows the “Four Ps”: Product, Price, Promotion, and Place. But when launching a new product or service, all four can feel overwhelming: “What