Showing 9 of 100 Curve Your Enthusiasm
Discounting and Brand Equity: Why Promotions Can Quietly Wreck Your Pricing Power
Constant discounting traps CMOs in a competitive cycle, commoditizing brands and eroding long-term equity in pursuit of immediate revenue gains.
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Diminishing Returns in Advertising: How Cutting 80% of Ad Spend Changed Revenue by Just 1%
Diminishing returns in advertising occur when each additional dollar of spend produces a smaller revenue return. As brands scale a channel without re-testing incrementality, efficiency erodes silently, leaving millions trapped in low-return media placements. Without ongoing measurement, even a high-performing channel can quietly become a budget drain. This video walks through a real case where […]
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What Is LiftLab? Why “Lift” and “Lab” Are an Operating Philosophy, Not Just a Name
LiftLab uses a high-precision, tinkerer’s mindset to help marketers identify growth, optimize media plans, and balance profitability with performance results.
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Geo-Based Experiments: A Full Walkthrough of Setting Up a Matched Market Test
Learn to simplify and automate geo-based ad experiments using LiftLab to accurately measure marketing performance across platforms like Google Shopping.
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CYE#1 Marginal Returns: The Universal Truth Every Marketer Faces
Marginal returns, not averages, reveal where an extra dollar stops paying off. This matters because a single incremental ROAS number is still an average, missing the exact point where returns turn negative. Without pairing mix modeling with real experiments, that curve stays theoretical, and low-signal data can’t be fixed by tuning alone. This video traces […]
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Experimental Design Meets Econometrics: The Idea Behind Modern Marketing Measurement
Learn how LiftLab helps marketers move beyond outdated attribution by combining rigorous experimental design with econometric mix modeling for actionable results.
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Upper Funnel vs Lower Funnel: Why the Relationship Is Still a Mystery
Discover why measuring the impact of upper-funnel branding on lower-funnel performance remains a complex marketing challenge requiring long-term, longitudinal data analysis.
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CYE #2 Marketing KPI Measurement: Why “Chasing Squirrels” Wastes Your Budget
Marketing KPI measurement works when a metric responds to marketing levers with a causal link to sales. This matters because a metric that fluctuates but adds no value, what Pauwels calls chasing squirrels, pulls budget from revenue drivers. Without a mental model of how a business functions, teams default to benchmarks that miss their brand […]
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CYE#9 Paid Media Strategy: How Pandora Balances Brand Health and Performance Across 44 Markets
Dr. Koen Pauwels discusses advanced marketing measurement, cross-channel effects, word-of-mouth impact, and long-term brand growth strategies in modern marketing.
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