Canonical Multiphase Segmentation, published in ADMAP, discusses segmentation as a vital tool in determining the effectiveness of ad spend.

Unearthing TURF – Totally Unduplicated Reach and Frequency Analysis – using TURF for marketing and media planning.

Revenue Forecasting – Is there Money in Mouth Pain? answers the question, ‘How much money, potentially, can a new over-the-counter mouth pain relief medicine make.’

We all think we’re great – Measuring Social Desirability demonstrates the importance of properly phrasing survey questions for validity.