There’s no shortage of creative marketing ideas in the world; what’s hard is determining which ones will work. So great ideas can fail miserably, and rotten ideas get executed brilliantly. Most marketing decisions are based on combining two somewhat disconnected approaches: one one hand, we measure consumer thoughts about brands (BAV, copy testing) and, on the other, we track the channels for delivering marketing (ROMI, marketing optimization & dashboards).

But both approaches are retrospective and unrepeatable…no channel works the same way twice, and consumers insist on thinking whatever they want to think about brands, whether it leads to purchase or not…so the decisions on what will work next rely on models of what worked in other places and times (and for other brands), even though the variables that are different far outnumber those that are similar.

Baskin Associates, Inc. specializes in helping clients make reliable, profitable, and sustainable marketing decisions through proprietary methodologies based on four years of research across hundreds of companies worldwide. We have identified the core attributes that are agnostic to creative and circumstances, and which provide the framework for more successful activities.