Monitoring Marketing

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.

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Digital tipping points should not tip non-digital off the media plan

Digital tipping points should not tip non-digital off the media plan

Even digital-first brands will need brand building on other media to grow post-COVID, says IPA Effectiveness consultant Carlos Grande.

Let’s turn the tide on declining effectiveness

Let’s turn the tide on declining effectiveness

Dr Grace Kite, Managing Director, Magic Numbers has started an initiative with the IPA to collect together a large number of effectiveness analysis results.

EffWeek 2019 - Why context still matters in planning

EffWeek 2019 - Why context still matters in planning

Organisations representing a range of media platforms collaborated on an event to reaffirm that the marketing messages' context is crucial to their effectiveness.

EffWeek 2019 - The value of experience

EffWeek 2019 - The value of experience

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.

Creating a marketing measurement strategy fit for purpose

Creating a marketing measurement strategy fit for purpose

Building on a white paper on measurement strategy published at EffWeek 2018, our panel debates the right way to measure marketing effectiveness.

Measuring effectiveness - three grand challenges

Measuring effectiveness - three grand challenges

Our partners at Google have identified three Grand Challenges that, if solved, would bring huge progress for marketers.

The Cookie is crumbling

The Cookie is crumbling

Analytic Partners’ Kevin O’Farrell explains why you should prepare now for the cookie-less future of measurement

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