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.
How to capture an extra share of the recovery
Independent marketing consultant Robert Brittain looks at faster growth for brands with extra share of voice when markets rebound.
In search of benchmarks for ‘Share of Search’
James Hankins, Strategist, Analyst and Planner, introduces the work of a new think tank aiming to test hypotheses about a key search metric.
The Cookie is crumbling
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.
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
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
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
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
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
Our partners at Google have identified three Grand Challenges that, if solved, would bring huge progress for marketers.
Guide to Writing a B2B Effectiveness Award Entry
Foreword by Jann Schwarz, Global Senior Director, The B2B Institute at LinkedIn to the "Guide to Writing a B2B Effectiveness Award Entry".