Why brand plays a key role in marketing effectiveness
Brands need to have a mixture of short- and long-term KPIs to get the most out of their marketing investment and ensure they are driving profitable growth.
‘There’s no magic formula’: The challenges of measuring marketing effectiveness
From digital attribution to econometrics, there are multiple ways to measure marketing effectiveness. But marketers must ensure they are not just measuring what is easy and never forget the importance of creativity.
Efficiency versus effectiveness: Why marketers need to move beyond ROI
Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
How brands can maximise marketing effectiveness
Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk “picking the fruit without watering the plant” and ignoring the long-term impacts.
The outsider’s view of marketing effectiveness
In the third in our video series, created in partnership with Thinkbox, we speak to those outside the marketing world about marketing’s challenge in the boardroom, gaining the trust of the CEO and the view of effectiveness beyond marketing.
How brands overcome the challenge of data overload to boost marketing effectiveness
In the second in our video series, created in partnership with Thinkbox, we speak to marketers, as well as those outside the industry about why evidence matters in marketing effectiveness, where to find the best learnings and why over-datafication is a challenge.
How brands are creating a culture of marketing effectiveness
In this new video series, created in partnership with Thinkbox, we speak to marketers from Diageo, Direct Line and Barclaycard about how they create a culture of marketing effectiveness, the role of specialist units and driving collaboration across the business.
Britvic tests new way of pitching as it looks to improve ‘inefficient’ process
Britvic trialled a new format when it pitched for work on its Wisehead Productions brands as it looks to reduce the amount of time, energy and cost that pitching can generate for both clients and agencies.
2018 Marketing Year in Review
Diageo’s Andrew Geoghegan’s five tips for surviving the planning season
The end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.
How Vodafone’s chatbot ‘revolutionised’ its online customer experience
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
