Studying the effectiveness of messages in isolation is missing the point

This paper argues that the adoption of in-market measurement techniques, as exemplified by Delta Air Lines, is essential in order for brands to keep pace with a rapidly evolving marketing environment.

Studying the effectiveness of messages in isolation is missing the point

Catherine Rickwood and Caroline SmileyMESH Experience and Delta

With the rising complexity of advertising and the advancement of digital marketing's sophisticated precision, understanding and evaluating the impact of messages in a real-world context is becoming ever more important to both brands and agencies.

In this paper, we will showcase how Delta Air Lines and other brands have effectively evaluated and optimized their messaging strategy through real-world data capture and analysis. Achieving optimal impact is not solely a function of message; it also relates to the channel, audience, and...

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