Top 10 drivers of advertising profitability
Paul DysonData2Decisions
This update to the 2006 report 'Advertising's Greatest Hits', shows that growth in digital advertising has made the science of budget allocation across channels and territories even more important in advertising's RoI.
In 2006, Karl Weaver and I wrote 'Advertising's greatest hits: profitability and brand value', an article which listed the 10 most significant factors impacting the profitability of media investments (Admap, February 2006). It was developed from our experience at Data2Decisions and borne from a belief that advertisers were focusing on the wrong things.
Back then,...