Status report: marketing effectiveness measurement

This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.

Status report: marketing effectiveness measurement

Janet Hull and Bart MichelsEffectiveness Institute; Kantar Added Value

Effectiveness Week was an event held from 31 October to 04 November, and brought together senior marketers and decision-makers from both agencies and clients. The week tackled some of the big questions around making marketing more accountable. Janet Hull and Bart Michels report on the key issues.

Nick Milne claims to be just one of five people in marketing in the UK with 'marketing effectiveness' in his job title. But, in his speech at an IPA/ FT satellite joint event with the Chartered Institute of...

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