MAP 2012 day one: Effectiveness metrics, global creativity and new breakthroughs in market research

A report from the first day of Measuring Advertising Performance 2012, an event organised by Warc. Prevailing themes from the day's presentations include: that researchers must go beyond number-crunching and also take qualitative insights into account; that creative ads boost sales more than functional ads – and this is even more true in Asia than elsewhere; and that new market research tools – from neuroscience to online panels to social listening – must be used judiciously for best results.

MAP 2012 day one: Effectiveness metrics, global creativity and new breakthroughs in market research

Joseph CliftWarc

Click here for a report on day two of MAP 2012: Real-time planning, understanding KPIs and using emotions in marketing

Today's marketers face an ever-widening range of obstacles to measuring effectiveness, from digitally-driven media fragmentation to the growing complexity of tracking consumer paths to purchase.

In an effort to provide guidance on some of these challenges, clients, agencies and researchers gathered in March 2012 to present their latest insights at Warc's two-day Measuring Advertising Performance conference.

Topics under discussion on day...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands