Econometrics, experimentation and attribution have been described as the ‘golden trinity’ of measuring effectiveness but there is a far better framework that brands should consider.
Reading data and reacting to it means you can get caught in a never-ending loop that prevents you from seeing the bigger picture. It’s far better to set your strategy first and use data to check the plan is working.
Finance departments want to back good marketing, not thwart it, but to earn their trust you need to present your case in terms of financial outcomes.
Marketers are spending huge sums of money on retail media search – but without a strong brand you are just frittering budget away for limited results.
Data shows effectiveness builds as more channels and touchpoints are layered in but brands and their agencies need to ensure everything is served up in a coordinated way.
Marketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
See the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
Last year Mark Ritson put forward his triple-cooked chips method for budgeting, but Grace Kite reckons it’s worth dunking them one extra time to take into account the strength of demand in the economy, your target market and category.
The effectiveness of online ads hasn’t always been entirely clear but there is now solid evidence they are more than pulling their weight.
It’s hard to imagine Amazon as vulnerable. But after Covid, demand dropped while the costs of expensive fulfilment capacity set up during the crazy times continued. Almost a trillion dollars’ worth of turnover netted out a loss of $2bn in 2022. With this peril in the background, the advertising business, where Amazon sells access to […]
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Economists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
With advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
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