How marketing organisations are making MMM a ‘strategic’ tool
To get the most out of econometrics, marketing teams must know what they want to get out of the exercise and “get comfortable” with the measurement technique.
Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Niamh CarrollLego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Marketing effectiveness encompasses everything from price to distribution
Sorin PatilinetBrands need to assess more than their ads to understand marketing effectiveness – from how the product is packaged to where its sold.
‘Foundation of rigour’: How UKTV embedded econometrics into its decision-making
Josh StephensonPenny Brough joined UKTV 10 months ago and immediately set about creating a data-driven effectiveness culture that she says has increased share of commercial impact to 9% and opened up budgets.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.