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.
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.