Best Practice

A collection of key Warc papers on marketing best practice

Best Practice papers by subject:
Communications
Consumers


RECENT ARRIVALS


Warc Best Practice, September 2016

This article provides guidance and reading on mobile research, in which recent advances now offer real time data collection, and deeper qualitative insight beyond the smartphone device.


Tony Regan, Warc Best Practice, September 2016

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.


Merry Baskin, Warc Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.


Warc Best Practice, September 2016

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.


Neil Bendle, Warc Best Practice, September 2016

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.


Warc Best Practice, August 2016

This article aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.


Warc Best Practice, August 2016

This article covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.


Warc Best Practice, August 2016

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.


Warc Best Practice, August 2016

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.


Warc Best Practice, August 2016

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

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