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.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Reacting to news of an upcoming government campaign calling on businesses to divert marketing spend into cutting prices, marketers point out the function’s role as a “growth lever” for both businesses and the economy.
Take the viral success of Kate Bush’s 1980s classic Running Up That Hill as inspiration and heed the rallying call for continuous advertising.
The Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.