Peter Duffy, who is also president of ISBA, says measuring effectiveness is going to be more crucial than ever this year as marketing spend will be analysed like never before.
This guide looks at how to discover requirements when forming a marketing measurement strategy, covering understanding responses, what to ask when measurement planning and how to consolidate knowledge.
From streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Premier Foods’ long-term marketing strategy to Volvo’s plan to move sales entirely online, it’s been a busy week. Here is my take.
Describing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
Boards have become detached from the reality of their customers. More outsiders willing to ask the big, awkward questions should be brought in – the voices of the future, the customer and of those who see things differently are needed.
The Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.