Analytics

BrandBowl – complete rankings of the brands on Super Bowl XLIV

Mullen and Radian6 wanted to share the final rankings of all the brands that were evaluated in BrandBowl2010.
The rankings below were captured during the period of 6:00 – 11:00 PM eastern time on Super Sunday (that was game time). The methodology we used to calculate the rankings is explained on the BrandBowl site. The rankings [...]

How to win the BrandBowl

Doritos, Google and Focus on the Family.
They were the three brands left standing on the podium at the conclusion of BrandBowl2010. Why you ask? Isn’t it obvious, I say? Simplicity. Buzz. And dialogue.
Of course, we all know pulling off effective campaigns is a lot harder than it looks. It’s much easier to be an armchair [...]

Doritos wins the BrandBowl. Budweiser Select 55 is biggest loser.

According to the 63,000+ Twitter users whose comments were captured in BrandBowl2010, Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand.

Mullen, and Radian6, a leader in social media measurement, created BrandBowl2010, a Twitter/Super Bowl experience that [...]

Mullen’s new director of strategic analytics builds technology for personalized communication

Mullen announced today that Dinesh Gopinath, Ph.D., has joined the agency as executive vice president, director of strategic analytics. Gopinath, who was selected after a review of 35 candidates, will lead the agency’s analytics practice, which plays a key role in modeling, predicting and optimizing communications strategies across a wide range of client businesses. [...]

Mullen wins Zappos

It’s true. Mullen won Zappos. We found out late Thursday afternoon and word traveled fast. Adweek and Ad Age were all over it.
Ad Age published a follow-up story on Monday noting that culture was key in this review.
This was a long time coming. Stephen Larkin, our new business guy, has been reaching out to Zappos [...]

Performance accountability for upper-funnel campaigns

Great attributes of digital marketing campaigns are the inherent track-ability of the Web and the performance transparency possible by tying explicit business measures such as leads or transactions resulting from a digital media investment.
But, sometimes campaigns are not focused on direct response, but rather influencing upper-funnel stages such as awareness and consideration.  When this is [...]

5 Steps to Social Measurement Success

There’s a lot of excitement and optimism around social media’s potential for marketers – it’s where some attractive audience segments are starting to amass after all – but, just like any marketing medium, measurement is a critical component to success.
Social media measurement is quite immature – just as Web analytics was back in the mid-1990s [...]

Proof™ your advertising is actually working. Really.

Admittedly, you’d have to be crazy not to question where your multimillion dollar ad budget is going these days. More important, is all that money making a dent? With thousands of places to reach consumers, how can you be certain you’re in the right place at the right time? Well, we get it. You want [...]