Are expensive spirits sold in heavier bottles?
Shouldn’t nicer spirits be sold in thick-walled, faceted, hefty bottles?
Turns out there’s less than a 20% correlation between price & weight. (The Rsq of the linear regression is a measly 0.039. 😂)
As a marketer and brand scientist (and the proprietor of a speakeasy), it baffles me that bottle weight isn’t used more often as a symbol of quality for the liquid inside.
Does click-through rate actually matter?
Did CTR correlate with ad recall? Nope. Less than 1%, in fact.
How about brand awareness? Nope. Or purchase intent? Nope nope. Both less than 1%.
But surely ROI? Ha. ROI had a -0.07% correlation with CTR. 😂😂😂
Are there small brands with high “loyalty”?
Like, are there brands with low household penetration but high buy rate?
The TL;DR: no. Not really. Like hardly ever. Like nearly never.
F’rinstance, Colgate is for sale around the world. But it’s in a different situation in each country.
Turns out, penetration moves in lock-step with buy rate. Like, really really tightly too.
Running radio ads? Fix your brand linkage!
If someone hears your ad on the radio, can they even say what brand it’s for?
System 1 Research & Radiocentre tested 131 radio ads in the UK.
Shockingly — I mean, it’s _right_after_the_ad_played_ — 40% of the ads had poor linkage.
Should you trust in-platform attribution models?
Attribution is tricky. Last-click attribution is also, uh, sketchy. Why?
1. It often confuses correlation with causation. Did views CAUSE sales or just correlate with them?
2. It rarely accounts for 10 or 12 other factors that are likely involved.
3. It’s got conflict-of-interest built in: of COURSE a platform wants to claim brand lift or sales impact or whatnot.