What really drives market share growth?
Ok ok ok, first of all: caveats galore. This stuff is complicated. And multifaceted.
But Bruce Clark of Northeastern University did an elegant study recently that gives us some clarity.
18,000 shoppers. 112 brands, 36 countries, 1 FMCG category. (Pretend it’s snacks. Or soda.) One nice set of year-over-year data.
Which election map should we be using?
Why go through this seemingly-basic stuff in such detail?
Because if we chase the wrong data in business, that can be dangerous. And if we do so simply because we didn’t display it well, that’s just crazy.
If bad data takes you confidently in the wrong direction, then bad data visualization lets you jump confidently to the wrong conclusions.
Why do polls fail?
Like, why do political polls seem to be so bad at predicting elections.
There are two parts to the answer.
1: UNACCOUNTED-FOR ERROR
2. OUR EXPECTATIONS OF POLL PREDICTION
Can a strong brand improve performance marketing?
Like, does performance marketing perform better if you have a strong brand?
Tracksuit worked with TikTok to find out.
They studied 3 years of TikTok data from AUS/NZ for 11 brands running ads for at least 10 months each. Aided brand awareness ranged from 10% - 60% for the brands.
How bland can brands get, anyway?
In the past 20 years, bland cars — black, white, gray, silver (aka gentrified gray) — have gone from 60% of all new cars to 80%. Yowza!
White cars are #1, having nearly doubled from 16% to 28%.
Does travel ‘consumption’ follow brand laws?
Unless you have one client and it’s the Dept of Defense, you probably have a banana curve of buyers. It might be when measured over years for B2B accounts, or for weeks for coffee shops. But it’s quite the universal pattern.