103. Why commonly accepted "science" could cost your brand millions with Felipe Thomaz

Unicorny

What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success.

Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.

What you'll learn:

• Why maximising reach doesn't guarantee brand growth or profitability.
• How different channels uniquely impact consumer behaviour.
• The role of archetypes in creating effective marketing campaigns.
• Common mistakes marketers make in media buying and channel selection.
• Why differentiation drives growth while distinctiveness protects it.

Don't miss this essential conversation redefining modern marketing science!

About Felipe Thomaz

Felipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms.

His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce.

Links

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/0Nc_UPMnilA

LinkedIn: Felipe Thomaz | Dom Hawes

Website: Augmented Intelligence Labs

Sponsor: Selbey Anderson

Other items referenced in this episode:

Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing Science

Oxford Future of Marketing Initiative

Kantar

Stochastic frontier analysis