In an era of profound technology-driven innovation, the imperative to continuously ‘test and learn’ is more essential than ever. This is a key takeout from the work on measurement frameworks led by the IPA Effectiveness Leadership Group, which was revealed at this year's IPA Effectiveness Conference.
Please join us to dive deeper into the experimentation challenge, at our partner event held virtually on Monday 21 October at 12pm.
For this webinar, the lead author of the IPA report, Simeon Duckworth will present the headlines on experimentation and Ian Gibbs will draw on recent work on effectiveness from the DMA through their Value of Measurement and Value of Creativity reports. James Morrison, Head of Brand, Marketing and Partnerships, Laithwaite's Wine, will talk about how test and learn is part of every campaign. The discussion will focus on the real-world practicalities of consistent experimentation, offering hints and tips to making this happen within pressured campaign cycles.