The Third Rail of Marketing - Branded Search

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The third rail of marketing is the branded search husband, you know. Sometimes people have underspent on it, and sometimes people are dramatically overspin on it. And that's going to vary from brand to brand. We just put it under the exact same lens as every other channel - let's find the point that we can spend where our last dollar is covering itsown cost. It's no different. As you move out of impression based media, the amount that you're spending doesn't have as much as an effect on the price. With click base media, the more you spend and the more you're willing to spend in the auction, the more your unit price goes up. All right

Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.