University
Decoding Data: A Ready Reckoner to Statistical Analysis for Marketing Dissertations
Data analysis can often be daunting, particularly when trying to determine the most appropriate statistical test for your unique set of data.
Dr. Rob Angell
Regarded as an authority on marketing. Author of the World's best known Martech annual survey and Associate Professor at the University of Southampton.
Branding
The remarkable Creed Aventus
How much would you typically spend on a 100ml of (men's) fragrance? £30? £50? £100? North of this? In the world of fragrances, two pricing structures dominate - designer and niche. Designer brands incorporate those usual suspects: Davidoff, Chanel, CK, etc, whereas niche brands are (meant to be) low production
Branding
You've got the Power!
Do you remember the Mighty Morphin Power Rangers? Kids across the world would tune in to each episode. Why? Probably not the unrealistic and convoluted storylines. A simpler answer is in the name: Power! Power shows up as a magnetic force (and even an aphrodisiac) in a number of settings.
Contemporary Marketing
Unpacking the real consequences of shrinkflation
You might have been living under a rock if the term shrinkflation is a new one to you. Just for absolute clarity, the term is the reverse of inflation and is concerned specifically with products as they appear to get smaller and smaller without any material change in price. You
consumer behaviour
Contagion: germs everywhere?
Ok, ok - this post isn't actually relating to virology, but I will start off with a story that triggered me to write it in the first place. Last week, I was in Dubai at an event, talking to local business owners. A gentleman approached me with his hand in
metrics
Measuring marketing effectiveness: Calling Mr Vain
Most marketers are conditioned to measure their performance. By that I mean that most marketers know that they need to demonstrate they've used their budget wisely against some predetermined target or benchmark. Think about when you were younger (although perhaps this still happens you lucky thing!) and you were given