Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Latest Entry
Monday, January 15, 2018

Facebook puts meaningful user experiences first

Facebook is going to prioritize posts from friends and family and downplay those from businesses, brands, and media. Intriguingly, Facebook expects this move to result in lower time spent on the platform but higher engagement, something which can only be to the platform’s benefit longer-term.

Wednesday, January 10, 2018

Pre-testing in our mobile-first world

Canada’s Marketing Research and Intelligence Association (MRIA) held its annual Net Gain conference in Toronto late last year with the key note addressing the topic of copy testing in a mobile first world.

Wednesday, January 3, 2018

Marketing in the age of assumption

There is no doubt we live in a post-factual world and that is as true of marketing as the news media. We have more data than ever on what people do but we rarely try to understand it. Instead we leave interpretation to algorithms, AI and machine learning. We assume that the results are valid and the resulting actions correct.

Wednesday, December 13, 2017

Why do marketers not test digital ads more often?

A new article on our website explores why testing ads is just as important in the digital domain as it is for TV. But I cannot help but wonder if the authors are not being too rational in their analysis. Yes, testing will improve sales response but some marketers just don’t seem to think that is important.

Wednesday, November 29, 2017

Why is so much digital marketing lazy?

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.

Monday, November 27, 2017

Will we ever be free of the tyranny of clicks?

Click-through is the most ubiquitous digital metric, freely and immediately available for every digital execution. As a result click-through has become the dominant metric in digital campaign optimization irrespective of all the evidence that clicks have little relationship with brand performance and sales.

Monday, November 20, 2017

Brands need to be more human on social media

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.

Wednesday, October 25, 2017

Trust in data varies across marketing disciplines

Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix.