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The Net Takeaway: Optimal Impressions

OTHER PLACES OF INTEREST

Danny Flamberg's Blog
Danny has been marketing for a while, and his articles and work reflect great understanding of data driven marketing.

Eric Peterson the Demystifier
Eric gets metrics, analytics, interactive, and the real world. His advice is worth taking...

Geeking with Greg
Greg Linden created Amazon's recommendation system, so imagine what can write about...

Ned Batchelder's Blog
Ned just finds and writes interesting things. I don't know how he does it.

R at LoyaltyMatrix
Jim Porzak tells of his real-life use of R for marketing analysis.

 

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Optimal Impressions · 04/21/2004 06:04 PM, Analysis

Nice study by Atlas entitled Optimal Frequency— The Impact of Frequency on Conversion Rates (PDF file). They are one of the first to properly examine the cumulative effect of 1 and only 1, 2 and only 2, etc. impressions instead of the bass ackward way this is usually done (group all the 6 impression people together, even if they converted on the 3rd impression, etc.).

More details in the paper. It represents some pretty good thinking, and is worth a read. In fact, anytime Young-Bean Song has something to say, its worth listening to.

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