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marketing across borders

A Global Marketing Blog by @giusec

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Category Archives: Data & Analytics

Share of Search is now gaining attention

Share of Search (SoS) is finally gaining attention as a significant (and inexpensive) metric for brand awareness and for forecasting future market share movements, and this is the reason why […]

Posted bygiusecOctober 14, 2020November 28, 2020Posted inAdvertising, Branding, Data & Analytics, SEOTags: Brand Metrics, Metrics, Share of Search, SoS, SOV1 Comment on Share of Search is now gaining attention

Where Creativity, Data and Performance Meet

“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most […]

Posted bygiusecJuly 21, 2020July 21, 2020Posted inAdvertising, Branding, Content Marketing, Creativity & Design, Data & Analytics, StrategyLeave a comment on Where Creativity, Data and Performance Meet

Two researches about paid search and follower engagement/acquisition on social

The two following researches by Dr. Koen Pauwels share some light on a couple of metrics (paid search, social engagement) most of us keep focusing on. The full article can […]

Posted bygiusecJuly 21, 2020July 21, 2020Posted inData & Analytics, Social MediaTags: Engagement, Followers, Paid Search, Social MediaLeave a comment on Two researches about paid search and follower engagement/acquisition on social

Brand’s Share of Search

Tom Roach’s articles mentioned on my previous post brings another interesting topic – in addition to the need of balancing short-term and long-term approaches. The topic is Share of Search. […]

Posted bygiusecJuly 18, 2020July 18, 2020Posted inBranding, Data & AnalyticsTags: Google, Share of SearchLeave a comment on Brand’s Share of Search

Social Media Is NOT Real Life

Found today a couple of interesting articles/reports about offline vs. online brand conversations and respective sentiment analysis. In most of the cases offline and online sentiments diverge; in some other […]

Posted bygiusecMarch 5, 2020March 5, 2020Posted inBranding, Data & Analytics, Social MediaTags: Brand Sentiment, Conversations, Engagement Labs, Gillette, TwitterLeave a comment on Social Media Is NOT Real Life

How To Measure Brand Effectiveness

Reporting from Linkedin – interesting conversation about measuring brand effectiveness, initiated by Peter Weinberg of LinkedIn’s B2B Institute. How do you measure brand effectiveness? My best attempt at an answer: […]

Posted bygiusecMarch 4, 2020March 4, 2020Posted inBranding, Data & Analytics, StrategyTags: Branding, Effectiveness, eSOVLeave a comment on How To Measure Brand Effectiveness

Considerations on ESOV Efficiency and Brand’s sectors

We know about ESOV (Excess Share of Voice): brands that set their SOV (Share of Voice) above their SOM (Share of Market) tend to grow, and those that set SOV […]

Posted bygiusecMarch 4, 2020April 8, 2020Posted inAdvertising, Branding, Data & Analytics, StrategyTags: Activation, Brand building, eSOV, ESOV Efficiency, Les Binet, Peter FieldLeave a comment on Considerations on ESOV Efficiency and Brand’s sectors

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