PROFILE

Joel Rubinson

President, Rubinson Partners, Inc.

Joel is President of Rubinson Partners, Inc. marketing and research consulting for a brave new world. Prior to that, as Chief Research Officer at The ARF, Joel interacted directly with hundreds of research leaders and drove the organization’s initiatives regarding notably:

  • Research transformation (designing the future of the profession)
  • 360 media and marketing
  • Social media and listening
  • Online research data quality
  • Shopper insights

Joel helped build awareness of the ARF and its priorities by building a sizable social media presence via a blog that achieved thousands of page views each month and with a twitter profile of nearly 3,000 followers.

Prior to joining the ARF, Joel was Senior Vice-President, Head of Advanced Solutions for Synovate North America where he was their leading branding resource and was also the global thought leader for shopper research. Before joining Synovate, Joel was at the NPD Group for many years, leading the creation of tools for brand equity management (BrandBuilder), new product forecasting (ESP), category management and designed many of their data collection and sampling methodologies as NPD changed from paper diaries to online research. Joel started his research career at Unilever.

Joel is also a published author of numerous papers in professional journals and frequent speaker at industry conferences. He has taught the official American Marketing Association advanced tutorial on brand loyalty and lectured at Columbia, NYU, Wharton, Amos Tuck School, and University of Rochester, among others. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU.

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  • Posted on: 12/05/2016

    Does Alexa need a screen?

    I understand the benefits of a screen but what comes next, a keyboard? I think there is also something to be said for staying true to the idea ... voice!!!
  • Posted on: 12/02/2016

    Is transparency next for grocery private label?

    I think it would be a real wild card to the known national brand. It cheapens the brand a bit and actually might harm rather than help trust ("What do you mean you can sell your laundry detergent for 20 percent less if I buy it under the Stop and Shop name?!").
  • Posted on: 10/31/2016

    Why are mobile conversion rates so low?

    A topic I am knee-deep in! Some of you might know I am the consultant working with the mobile marketing association, charged with conducting the most expansive review ever conducted of multi-touch attribution methods (MTA). A key problem is that people engage in a lot of causal activity on their smartphones but prefer to convert in-store or by using their computers. That means that MTA methods must integrate screens via unified IDs, so that we can link together the exposure on the phone to the conversion via a computer -- which is now happening. However, many are still using last-touch attribution because of its simplicity and also because you can more easily negotiate CPAs with publishers. Anyway, there is a measurement problem, but we are on the verge of fixing this as an industry.
  • Posted on: 10/13/2016

    Will greeters make Penney a more inviting place to shop?

    Personally, I find greeters to be annoying. I don't know you, and I don't want to know you. If you are visible and I need help, I will ask and that is fine. But greeters saying, "Hello, how are you," or "welcome to blah blah"? ... annoying. It's like waiters in French restaurants. They know how to be visible but not obtrusive. More of that would be better, N = 1.
  • Posted on: 10/06/2016

    Why aren’t more retail apps being downloaded?

    The cost of entry for shopping apps is the following: they must REDUCE the time it takes to complete your mission; they must ADD offers. Retailers must have Wi-Fi that WORKS in their stores! It's simple and no one is checking all the boxes. When that occurs, we will see a huge bump in app use and hit a tipping point.
  • Posted on: 10/05/2016

    Will Google’s new devices give Apple and Amazon some competition?

    Google excels at improving what others might do first. Android is a big winner while Microsoft is no where to be found. In fact, Google was not the first search engine either. As far as Google home goes, their big advantage is that their voice recognition is far superior to Amazon (personal experience) but I can't compare to Apple/Siri. The thing is, the full connectivity of the home (includes TV and thermostats which they have) so this is just the first shot across the bow.
  • Posted on: 10/03/2016

    Costco sticking to store-first approach

    When things are going well, it is easy to say that we are following the right model and are going to stay the course. If there is a soft quarter or two, they will change their position on this. There is no reason they cannot come up with an online concept that ENHANCES rather than REPLACES the in-store experience.
  • Posted on: 09/23/2016

    Are smartphones changing how Americans shop from home?

    Smartphones are so integrated into our lives we don't even know how we use them ... it just happens. I conducted research on behalf of AOL a few years ago that showed that nearly 70 percent of smartphone usage is at home but advertising was geared to SoLoMo. That was a big disconnect. Smartphones are just part of our sense-o-round life and so if it affects all elements of our life, that must include how we shop!
  • Posted on: 09/20/2016

    Unilever makes ‘purpose-driven’ deal for Seventh Generation

    It's a business decision, not a form of altruism. If the business fundamentals make sense in terms of trend, appeal to certain demo groups, and gives the ability to find target consumers more efficiently, programmatically, fine.
  • Posted on: 08/17/2016

    Will other brands follow Birkenstock in cutting off Amazon?

    Very interesting. How much of a sales drop is a brand willing to endure to reestablish the purity of its brand presentation at retail? My inclination is to think Birkenstock should stay on Amazon.
  • Posted on: 08/11/2016

    Can (should) brands do without department stores?

    If they pull out of department stores, brands will see an immediate drop in sales of perhaps 30 percent. Are they ready for that hit? We'll see ... It might be a pendulum swing.
  • Posted on: 08/09/2016

    Kroger pushes its tech advantage

    Data-driven marketing gives repeatable advantages to those who master it. Better first-party data assets will result in better productivity from programmatic advertising and personalized promotion. As the retailer sees the magic, they will then understand the power of unified IDs which helps to solve omnichannel and the question of how to enrich with third-party data. Competing on data brings any marketer, including retailers, to a different place and playbook.
  • Posted on: 08/05/2016

    Why is Target making nice with Amazon?

    YES! Target offers a shopping experience that shouldn't have artificial boundaries from the consumer point of view. Restricting access to Amazon products doesn't strengthen the Target brand, it weakens it. This is the new world where retail brands are built from consumer-driven preferences for what to buy, how and when to buy it.
  • Posted on: 07/12/2016

    Walmart counters Prime Day with free shipping, no minimum required

    Amazon is just doing everything right. Now Walmart is playing catch-up, an unfamiliar and uncomfortable place.
  • Posted on: 06/28/2016

    Sears extends iconic brands in surprising ways

    Sears as a brand name feels like it had its best years in the 70s. Diehard, Craftsman, and Kenmore are still relevant, fresh, and powerhouse. What's to think about?

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