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.
How financial brands are innovating with data
Sponsored by Salesforce
The financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
Ben Davis: User experience will suffer without trust in AI
People don’t automatically trust machines, so as personalisation and automation step up a notch marketers need to ensure they do everything they can to create transparent and user-friendly experiences.
Carling owner launches premium marketing hub to drive ‘closeness with consumers’
The UK’s second biggest brewer Molson Coors wants its marketers to be closer to their target consumers, whether through a new premium marketing hub or a new positioning for Carling that focuses on local communities.
One marketer on why leaving Unilever was the best thing she ever did
Story of my CV: Margaret Jobling’s experience at Unilever gave her the perfect foundation for a career in marketing, but she says leaving was the “best thing I ever did” because it taught her how much she’d learnt.
