LONDON: When it comes to setting business-driven KPIs, brands and agencies tend to prefer different measures, according to new research, which suggests the two sides need to align their digital metrics.
Understanding how effectiveness works in the digital age has become the mission of modern marketers. We cover this in detail in our Toolkit 2017 of Marketing Trends, which includes a whole chapter on the subject.
The term ‘effectiveness' can cover a wide area, as was evident from what Warc subscribers were reading on the subject in 2016, ranging from ROI to brand positioning, from media choices to product launches.
Janet Hull and Bart Michels, Market Leader, Quarter 1, 2017, pp. 48-49
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.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
Alice Sylvester and Jim Spaeth, Admap, December 2016, pp. 23-25
This article examines how attribution modelling has emerged as a dynamic alternative to macro marketing mix models and helps marketers move from measuring to managing ROI - but the science is still raw, so the industry will have to integrate the best of both.
Bill Harvey, ARF Experiential Learning, Audience Measurement, June 2016
This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.
BV Pradeep and Namita Mediratta, ARF Experiential Learning, Re!think 2016
This article explains Unilever's Good 2 Great Communications initiative, which encourages marketers to go beyond the limits of category and country, and create resonant advertising that speaks to people within their cultural context.