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Measuring ROI

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News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Article

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

News

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.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper evaluates the impact on ROI of emotional attachment to television programs and the resonance between a program and the advertising aired during it.

Opinion

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.

News

NEW YORK: YouTube is to subject its third-party viewability reporting metrics to an independent audit by the Media Ratings Council (MRC), owner Google has announced.

Research Paper

This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success.

News

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.

Article

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.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Research Paper

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.

Article

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

Article

This article posits that a mindset change is necessary to help ROI modelling become effective, using six strategies that include elastic nets and machine learning to transform data into insights.

Article

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.

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Research Paper

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.

Research Paper

This article investigates how marketers must be able to separate the signal from the noise and determine which out of the many digital measures of consumer engagement matter.

Research Paper

This article argues for clear data governance, by demonstrating the results that new techniques can generate.

Research Paper

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.

Article

This article looks at how marketers are turning to new neuro-tools to uncover fresh insight at the non-conscious level in order to better understand touchpoint effectiveness.

Article

This event report considers some of the major challenges currently facing the media and communications research industry.