Notes on contextual and behavioral.   David Scott Carlick, Director, Grocery Shopping Network                                                                                  This white paper discusses the nature of the Grocery Shopping website in terms of contextual and behavioral media buying objectives. Much ado has been made about targeting, and about the two main tools, Contextual and Behavioral. The following chart depicts the nature of [...]

At GSN, our data proves over and over that the grocery shoppers in the family – mainly women, but guys shop too, so get over your prejudices – enjoy the power of computers to research their purchases and plan their shopping trips.  Maria Reitan, a noted expert on marketing to women, has written a fine [...]

David Scott Carlick, Director, Grocery Shopping Network                                                                                  This white paper discusses the nature of the Grocery Shopping Network in terms of the targets of many media buys.  In conversations with GSN’s advertisers and prospects, we have uncovered an interesting ‘reality’ gap. The brand media buy is designed to reach prospects in order to influence their [...]

Notes on the state of mind of the web user David Scott Carlick, Director, Grocery Shopping Network                                                                                  This blog post discusses the nature of the Grocery Shopping website in terms of the state of mind of the consumer, and makes the argument that the impact and ROI from an ad is proportional to its timing to the [...]

David Scott Carlick, Director, Grocery Shopping Network This post discusses the continuing trend among grocers to go digital in their customer communications, an area that has increasing relevance as more consumers prefer to be served digitally, and the prognosis for the traditional print vehicles is not so good. A note: many people confuse online grocery [...]