Mumbrella360 video: Six minutes on six marketing sciences with Adam Ferrier
In the latest in a series to run over the next few months, we present highlights from this year’s Mumbrella360 conference.
Adam Ferrier
In this Mumbrella360 session, Adam Ferrier, curator, Marketing Science Ideas Exchange (MSIX) and global chief strategy officer, Cummins & Partners, talks about how the results of a scientific approach have a huge impact on marketing strategies and campaign outcomes.
Six minutes? Felt longer than that. Nonetheless still quite interesting.
I would suggest the jeans example from the presentation theatre experiment did not fall in line with expectations because it pre-empts the blemish, and my take on the Pratfall Effect is that the blemish needs to be presented as inadvertent.
Really interesting stuff. The desire to create something perfect vs what consumers actually want.
Some questions you should ask before conducting marketing science:
1. When hypothesis testing , do you sig test with p=.05?
2. How do you control for confounding variables?
3. Does the test meet statistical assumptions?
4. The number and type of variables collected
5. How to do they deal with outliers?
If they cannot answer those questions, then they are probably clueless about data.
You should also ask them to provide proof (via outputs from SAS/SPSS/R, etc) that they have done statistical assumptions testing as violations of those assumptions affects the accuracy of the results. Just Google the type of analytics they are using, followed by ‘assumptions’.
And also avoid any research/analytics company that are affiliated with the media/marketing industry due to conflict of interest .