Rex Briggs (born 1971) is an author, award winning marketing ROI researcher.[1] He began his career at Yankelovich Partners, where he was noted for his work in Generation X[2] Minority marketing. While at Yankelovich, he is noted for developing a theory called “The Psychology of disenfranchisement.”[3][4] Briggs was among the first to research the Internet.[5]
Briggs is responsible for several innovations in digital marketing. In 1995, Briggs joined Wired, as Director of Research, focusing on their digital brand HotWired. He created the first study of Web banner advertising effectiveness.[6] The research is notable because it was the first application of random sampling online, and used design of experiments to measure the in-market impact of online advertising.[7] Briggs and his team at HotWired innovated one-to-one web marketing to deliver personalized content,[8][9] and real-time web analytics, known as “HotStats”.
- ^ Peter Mouncey, Market Research Best Practice: 30 Visions for the Future, biographical description of Rex Briggs, Wiley, 2007, ISBN 0-470-06527-3
- ^ Jennifer Steinhauer, How Do You Turn On the Twentysomething Market?, New York Times, April 17, 1994,
- ^ Grant Lukenbill, Untold millions: positioning your business for the gay and lesbian consumer revolution, HarperCollins Publishers, Oct 1, 1995, ISBN 0-88730-699-3
- ^ Danuta Walters, Suzanna (2001), "Consuming queers: advertising and the gay market", in Danuta Walters, Suzanna (ed.), All the rage: the story of gay visibility in America, Chicago: University of Chicago Press, p. 267, ISBN 9780226872322. Preview.
- ^ Adrienne Mand, AdWeek, IQ News: Insider: Live To Learn, Oct 19, 1998.
- ^ Stuart Elliott, Banner Ads On Internet Attract Users, New York Times, Dec 3, 1996
- ^ Briggs, Rex; Hollis, Nigel, Advertising on the Web: Is there Response Before Clickthrough? Journal of Advertising Research, March–April 1997, pg 33-45
- ^ Ad Age, Affinicast unveils personalization tool, Dec 4, 1996
- ^ Chip Bayers, Cover Story: The Promise of One to One (A Love Story), Wired, May 1998
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