Michael Wolfe — Greenbook
Michael Wolfe
Michael brings 30 years of direct experience in marketing analytics both on the client and consulting side. On the former, Michael has worked for Coca-Cola, Kraft Foods, Kellogg's and Fisher-Price. He has also consulted with such blue-chip firms as AT&T, McDonald's, Coca-Cola, Hyatt Corp., L'Oreal, FedEx and more recently Starbucks. Michael has broad experience in marketing analytics covering marketing ROI modeling, social media analytics, pricing and brand strategy. Recently, Michael's expertise in marketing ‚Aimix modeling has led him to develop innovative approaches for measuring the impact and ROI of social media on client brands under his own consultancy, Bottom-Line Analytics. Michael has a masters in Economics from the University of Iowa.
Super Bowl 2019 Advertising Effectiveness
Super Bowl Ads more effective than ever.
February 26, 2019
Artificial Intelligence and the Future of Marketing Analytics
New software can potentially facilitate campaign analytics and driver analysis of panel data, cutting time and effort dramatically.
August 21, 2018
The Myth of Millennial Ad Responsiveness
Are Millennials as unresponsive to advertising as commonly believed? Michael Wolfe challenges this assumption.
August 22, 2017
Super Bowl 2017 Ad Effectiveness
While Super Bowl ads do well on “likeability” and generating “buzz”, they didn’t fare as well on critical measures like “purchase intent”.
February 20, 2017
What Makes a Great Super Bowl Ad?
Some hard facts about what makes Super Bowls ads different from other TV ads and how to make yours generate buzz that builds your brand.
January 18, 2017
New Paradigm for Advertising Effectiveness Research & Measurement
Michael Wolfe explores the benefits offered by ABX, a new and refreshing paradigm for ad testing.
November 1, 2016
The Death of Marketing-Mix Modeling, As We Know It
If Marketing-Mix Modeling is to survive, it is essential that it change and experience a rebirth.
September 12, 2016
Why Social Media Measurement Is A Competitive Advantage
Social media represents the age-old phenomena of word-of-mouth. Marketers are now able to see and measure the effects of word-of-mouth.
January 25, 2013
Online Customer Reviews and The Link Between Customer Experience and Revenue
Reviews drive a significant portion of total booking revenues. These reviews interact and expand the total impact of media and marketing.
June 24, 2012