Lincoln Merrihew

Bridging the Gap: Desktop Behaviors for Smartphone Insights?

We asked consumers in our industry-leading desktop panel about whether they own smartphones and to what extent they have installed applications (apps) tied to specific industries.

How many automotive prospects could you lose in a week?

After years of basing behavioral insights on the tiny window of direct referrals, the savviest industries are now realizing the importance of taking a much broader look at behaviors throughout the entire path-to-purchase. One of those industries is automotive.

Expedia Stepping Out With an Even Bigger Footprint

Ideally Expedia, Orbitz and Travelocity have unique consumer footprints that can be maintained after the merger. That’s key to being able to maximize revenue, independent of whether the brand names survive. To set the stage, Millward Brown Digital crafted high-level analyses on site unique visitors.

Is Trivago Cleaning Up?

Trivago is one of the newer players in the US online travel space and has used TV ads featuring actor Tim Williams. Trivago leveraged that attention by holding a contest, the winner of which got to orchestrate a Tim makeover.

The Automotive Brand and Clicks Connection

For some companies, a website is merely a mechanism to steer visitors toward a purchase. Others see additional value, including serving as an extension of the brand and even as a venue to build brand equity. Millward Brown Digital favors the latter. But which view is correct? Is the connection between brand and website visits evident?

Mercedes Going Down : Millward Brown Digital Original Research

Millward Brown Digital used its automotive behavioral analytics to evaluate Mercedes’ CLA launch based on success generating demand and converting that into sales, as well as interplay with C Class.

Touchdown for Super Bowl Auto Ads? [2014 Edition]

The 2014 Super Bowl has come and gone but hopefully for advertisers the commercials made a lasting impression. Certainly there’s enough ancillary coverage of the ads through the general media rating the ads as well as pre- and post-game exposure in social media. And of course, running ads in the Super Bowl is a notch on the gun for marketing executives and agencies.

JetBlue: Driving Digital Cross-Sells

Airline profitability overall has recovered notably in the past few years. Some of that recovery has come from charging fees for formerly free services. Airlines have also attempted to drive more revenue by capturing a bigger share of consumers’ travel wallets. That can come through selling or facilitating the sale of hotels, rental cars, and complete travel packages.

Automotive 2013: Mixed Market Messages

  In 2013, the US auto industry enjoyed the highest sales in years and this year is poised for growth as well.  But not all brands enjoyed success, and some enjoyed success on only one of the two primary levers needed to drive sales (demand and conversion—Millward Brown Digital’s hallmark metrics).  Demand is measured by the number of in-market shoppers.  These data are drawn from the sweet spot in the

Chevrolet Colorado: Everything a Launch Should Be

Chevrolet is preparing to boldly return to the mid-size pickup truck market with the Chevrolet Colorado (and related GMC Canyon), with the motto “Everything a Truck Should Be.” From one perspective adding Colorado gives the larger Silverado more leeway to move upmarket. From another, sales of Colorado will help GM meet more stringent fleet fuel economy requirements. Either way, the strategy emulates that of Toyota and Nissan (each offering both full-size and mid-size pickups) more than Ford and Ram (full-size only).

Why Ron Burgundy is as Good of a Car Salesman as an Anchorman

“I’d like an ad that works and a tasty BLT.” So might say Ron Burgundy if he was a CMO of a major corporation, including an automaker. In fact, Ron Burgundy (actor Will Ferrell) is staring in several shorts for the Dodge Durango designed to boost interest in “Anchorman 2,” the sequel to the 2004 cinema hit – both starring Ferrell, and generate awareness of and interest in Durango.