Beware the Rosser Reeves effect when interpreting tracking data (brand awareness)

πŸ’Ž Beware the Rosser Reeves effect when interpreting tracking data (communication effectiveness)

Research routinely shows that people who’re aware of communication from brand X are more likely to buy that brand. Sometimes used as evidence that communication drives sales, in fact causality usually runs the other way: buying brand X makes you more likely to notice its communications. This phenomenon (the so-called ‘Rosser Reeves effecΕ₯ – named after the famous 1950s adman) has been known for decades, yet is still routinely used to ‘prove’ communication effectiveness (most recently to justify social media use).

Excerpt from:Β How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

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