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, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.