Felipe Tomaz is Associate Professor of Marketing at the Saïd Business School at University of Oxford. He's about to publish a paper in the Journal of Marketing after analyzing 1,000 campaigns and a million customer journeys via Kantar and Wavemaker. With this paper, he'll be showing that "not all reach is created equal" as well as how few campaigns are actually effective. I invited Tom Roach to join me for this chat. Links Felipe: https://www.linkedin.com/in/drfelipethomaz Tom: https://www.linkedin.com/in/tom-roach-5b468026/ Mark: http://www.instagram.com/markpollard For strategy training, check out http://www.sweathead.com