In 1997, Briggs founded MBInteractive, with Joshua Grossnickle and Oliver Raskin under the ownership of WPP plc.
[18][19] In January 2006, BusinessWeek’s cover story, entitled “Math Will Rock Your World” featured Briggs ROI marketing analysis.
[20] Later that year, Briggs expand the research connecting online advertising to offline sales and published the cross-media measurement for the Ford F-150 campaign launch.
[23] What Sticks has been widely cited for answering John Wanamaker’s quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Briggs and co-author Greg Stuart analyzed three-dozen blue-chip brand campaigns on behalf of marketing CMOs and calculated that 37 percent of advertising investment was wasted.
Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages and inefficient media mix investment (pg 19-20).
[24] Their suggestion about improving ROI through systematic investment in innovation was emphasized by Mark Renshaw in his Ad Age op-ed entitled "The '70/20/10 Rule' and Why You Need It[25] What Sticks is required reading at leading Universities including Wharton School of the University of Pennsylvania[26] and Harvard.
[27] In 2007, Briggs advanced research in social media marketing with MySpace, Adidas, and Electronic Arts.
[29] Briggs has published on the topic of marketing technology and automation starting in 2000 in a paper that won an Excellence in International Research from ESOMAR.
[31] Briggs argues that SIRFs (Spend to Impact Response Functions) will be the "Face of Marketing" and the integration into software will be "transformative.
Underdog, 4) Sell through channel vs. direct, 5) Purchased frequently vs. infrequent, and 6) Left-brain (rational) vs. Right-brain (emotional) vs. No-brainer (habitual).