Rubinson Partners, Inc.

02/20/2024

Why a broad reach media plan is actually the WORST way to win new buyers

Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising.  

12/21/2023

Here is a collection of my disruptive marketing quotes that I blurted out over the years! Like, "Loyalty is a one way brand metric but it better be a two-way street!"

I love the quote from HL Mencken, “My job is to afflict the comfortable and comfort the afflicted.” Here are some things I’ve said that afflicted the comfortable…but I stand by them!

11/20/2023

Breakthrough single source 9 month study for Ally reveals the long term effects of advertising is more than marketers thought...

In: advertising, advertising effectiveness, advertising long term effects, Ally Bank, brand building, brand equity, brand marketing, Dynata, TransUnion

11/16/2023

my latest blog on linkedIn

How much do prior years of brand advertising contribute to current monthly sales? Marketers now have a way to quantitatively answer that question which reveals that prior years of brand building can have a massive impact on sales today. The answers came from a novel study for Ally bank designed by M

09/29/2023

Oliver Anthony is not just a viral music star, he is someone who can give marketers some new ideas about brandbuilding and advertising

Many of you have heard of Oliver Anthony by now. Six weeks ago, he had no recorded music and was unknown. Then his country/roots song appeared on YouTube called “Rich men north of Richmond” that went viral, and he became an instant folk hero. As of today, it has 74 MM views, went to #1 on the bi...

08/23/2023

Why bulding retention is more important that converting non-buyers with your advertising

Brand growth depends on growing your customer base, but it is wrong to assume that for well-known brands, your number one advertising goal is to attract new customers. The best way to grow your customer base is through increased retention of customers. And it turns out that over and above your CRM e...

06/13/2023

How to turn your paid media into a profit generator and make it "CFO-proof"

Movable Middle theory is still batting 1000…all case studies so far have shown that the Movable Middle is hyper-responsive to advertising vs. non-Movable Middles. (What else in marketing offers such a guarantee of success?)

05/19/2023

Math and AI are revolutionizing marketing: optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.

The first point is well known…use Marketing Mix Models, MTA, and test vs. control comparisons to know which tactics and ad placement options are working best for a given campaign. Still many marketers measure effectiveness episodically rather than systematically.  That could be improved.

03/17/2023

Which translates to “Be. Greater than. Average. Isn’t this what Marketers are always striving for…e.g., beat advertising performance norms, create growth in mature categories (another way to say “better than average” when you think about it). So how do you beat the average when everyone us...

01/30/2023

Predict maret share, brand pe*******on, whether your brand is likely to grow...all from a switching matrix and linear algebra

In: brand building, brand loyalty, brand marketing, brand strategy, data science, markov chains, Markov matrix, Markov repeat rates

12/21/2022

2 more docs added to My body of work. Scroll to the bottom of the page, to find (1) an implementation playbook for targeting the Movable Middle and (2) a techncal writeup on loyalty and switching analytics. Images are clickable and downloads free

Over the years, I have had the privilege of collaborating on some very significant studies whose results have been published in peer reviewed journals and white papers. I thought it would be a good idea to put my most impactful work all in one place for easy download, and no gating!

12/20/2022

My mantra for marketers for 2023

What I’m referring to is that the targeting strategies that I have helped create with the MMA, Neustar, and Numerator will work regardless of copy quality. However, the better the creative, the bigger the base effectiveness the multiplier has to work with.