Evidence Based Decision Making – IIeX North America 2020
Dr. Aaron Reid presents at IIeX North America 2020 and discusses how science not opinions are needed to quantify the real impact your brand is providing.
Author: Jeremy Clough
SVP Brand & Product Strategy
Examining Extremes
Dr. Cyrus H. McCandless, VP of Scientific Discovery & Innovation discusses how parametric studies can tell us how much things can actually change in response to extreme situations in this Sentient Decision Science Lab publication.
Measuring Inclusivity in Advertising at IIEX Forward 2020
Do your advertisements improve inclusivity? This Sentient IIEX Forward 2020 Masterclass presented by Dr. Aaron Reid explains how to combine business and social metrics into insights that matter.
Is Your Marketing Right for the Moment?
Dr. Reid demonstrates the need for measuring both business and social KPI’s to be successful in todays environment.
Lay Low or Light It Up?
Responding in today’s environment requires the ability to fully understand how people are feeling. Brands can’t advertise in the same way they once did and expect the same impact. Further, traditional ad-testing is broken and is now obviously not up for this moment. Simply asking for opinions of how people feel about your ads won’t give you true insight into how your ads make people feel, let alone give you true insight into how ads make people feel about your brand.