Delivering the best models, and guidance on tools and techniques, to plan, monitor, direct and measure the impact of marketing activity, using holistic approaches to return on investment.
Independent marketing consultant Robert Brittain looks at faster growth for brands with extra share of voice when markets rebound.
James Hankins, Strategist, Analyst and Planner, introduces the work of a new think tank aiming to test hypotheses about a key search metric.
Analytic Partners’ Kevin O’Farrell explains why brands should prepare now for the end of the third-party cookie and its implications for marketing measurement and econometrics.
Even digital-first brands will need brand building on other media to grow post-COVID, says IPA Effectiveness consultant Carlos Grande.
Dr Grace Kite, Managing Director, Magic Numbers has started an initiative with the IPA to collect together a large number of effectiveness analysis results.
Organisations representing a range of media platforms collaborated on an event to reaffirm that the marketing messages' context is crucial to their effectiveness.
Almost 90 per cent of companies say they primarily compete on the customer experience they offer, and businesses increasingly look to this area to help them grow.
Building on a white paper on measurement strategy published at EffWeek 2018, our panel debates the right way to measure marketing effectiveness.
Our partners at Google have identified three Grand Challenges that, if solved, would bring huge progress for marketers.