Gen-z are social junkies. Here's which ones, how much, and the gender differences
Many surveys confirm that kids use social for more than 4 hours a day, but with large differences in gender and amount of use
Advertising elasticity is the most important formula in sales
Advertising elasticity is a measure of how responsive the market is to your marketing efforts. We understand how it works and how to use it.
The science of empirical generalizations in marketing
Marketing is a science. Empirical generalizations allow us to build our strategies from scientific evidence.
Google Ads is increasingly expensive and competitive. Solutions?
Google Ads costs have exploded and interactions have plummeted. In this article, the areas that win and lose, why, and alternatives.
Now it's certain: caffeine makes people spend and buy more
Yes. A coffee could be the best ally of entrepreneurs and the greatest enemy of self-control efforts in shopping.
Decrease abandoned carts with a simple empirical model
Those involved in online sales know all too well the frustration of abandoned shopping carts. A study teaches us techniques for decreasing them.
The science of persuasion toward more sustainable consumption
Marketing literature shows how the SHIFT paradigm can help any business push its customers toward sustainable products
How to build a strong brand by getting sales
Is there a "scientific" formula to help us estimate how much to invest in brand building and how much in bringing in sales right away?
The most common methodologies for setting the price of an asset
A simple guide to begin thinking about a company's main revenue tool: the pricing of our products and services.
How much influence do influencers really have?
More and more marketers and enthusiasts are asking whether investing in influencers is worthwhile and brings results. We answer with numbers.