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 […]
The “double jeopardy” principle for brands affirms that market penetration (or market share) and loyalty (or frequency to buy) are strongly related. Large brands have a double advantage: they enjoy […]
From the last Prof. Pauwels’ post.