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Share of Voice

Marketers love metrics and marketing speak. Share of voice (SOV) is an oldie but goodie. The share of voice metric was created to measure and compare a brand’s media spending against the total media spending of the brand’s category.
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Opposites Attract

No doubt you’ve heard the saying “opposites attract.” The “opposites attract” concept was introduced by Robert Francis Winch in a journal article published in 1955 in the American Sociological Review titled, “The Theory of Complementary Needs in Mate-Selection: A Test of On Kind of Complementariness.”
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The Sorry State of Sameness

I read an interesting marketing case study article recently (yes, that’s how I spend a lot of my spare time) and was enlightened by the results. It summarized a digital ad campaign using Google AdWords and broke the results data into two separate categories—branded keywords versus unbranded keywords.