Bill Alberti

Articles by Bill All articles by Bill

• 5 Advertising Buzz Words Customers Don't Want To Hear - Ever Again  in Marketing Daily on 05/18/2016
  

  In 2016, customers are smart, savvy and sick of certain words and phrases that have been trotted out in advertising for over 100 years.

• Gen Z At The Movies: Re-imagining The Cinema Experience in Marketing: Entertainment on 03/10/2016
  

  The power of The Force is a very good thing for millions of fans, and especially for Hollywood and movie theaters. In 2015, thanks in large part to Star Wars: The Force Awakens, U.S. box offices reached record revenue of $11 billion. And analysts predict that stocks for theater operators like AMC Entertainment will also enjoy the "Star Wars bump."

• Gen Z At The Movies: Re-imagining The Cinema Experience in Engage:Teens on 02/25/2016
  

  The power of The Force is a very good thing for millions of fans, and especially for Hollywood and movie theaters. In 2015, thanks in large part to Star Wars: The Force Awakens, U.S. box offices reached record revenue of $11 billion. And analysts predict that stocks for theater operators like AMC Entertainment will also enjoy the "Star Wars bump."

• 6 Stages of Ad Grief: When A Super Bowl Ad Fails  in Marketing Daily on 02/10/2016
  

  What goes through a viewer's mind when a Super Bowl ad bombs? More than 300 people say what they thought.

• 3 Qualities Of Super Bowl Ad Winners in Marketing Daily on 02/02/2016
  

  Brands that really know their customers are the ones that get the greatest return on that investment.

• Market Research Should Get Back To Its Roots  in Marketing Daily on 06/28/2010
  

  Today's market researchers need to better connect the insight they produce with the impact they create for the business.

Comments by Bill All comments by Bill

• Market Research Should Get Back To Its Roots by Bill Alberti (Marketing Daily on 06/28/2010)
  

  Jennifer, thanks for the comment. At Communispace we have an "ImpacTrack" we use with clients to track five simple steps from 1. the client's Business Objective; 2. the activities we run; 3. the insights we uncover; 4. the actions clients take as a result; and 5. the impact those actions have. This tracking is the first step. It provides the ingredients for the story you are looking to tell. The next steps (e.g., quantifying the impact, telling the story, demonstrating the total value, etc.) are going to be different depending on what you tracked.

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