Accelerating growth with marketing effectiveness: A playbook

This report, developed by WARC and Gain Theory, outlines a framework for brand organisations that want to develop advanced marketing effectiveness capabilities.
  • The framework identifies four of the key building blocks that organisations need to achieve best-in-class marketing effectiveness.
  • Marketers need to align on a clear vision for marketing, as well as the goals and KPIs that will be used to measure marketing effectiveness and demonstrate business growth.
  • Brands should start with a robust strategy, focus on enabling data-driven decision-making.
  • Brands should Identify the specific metrics that will be used to assess marketing performance.
  • Marketers must plan for multiple potential scenarios, not just one....

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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

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