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10 June 2022
Looking at advertising effectiveness through the lens of a popular sports stat
Account planning, strategic planningStrategy
The sports stat WAR – for “Wins Above Replacement” – used to determine how many more games a team will win because a certain player plays on it (rather than a substitute), can be reapplied to advertising; by examining what are best-in-class uses of elements such as media or creative, marketers can deliver a much higher return on ad spend (ROAS).