Looking beyond the last click

New data tools and analysis systems are changing the way advertising campaigns are planned. Instead of modelling only the past, they are enabling us to explain consumer behaviour almost in real time, and adjust plans accordingly.

Looking beyond the last click

Joe Mandese

Recently, I have had some concerns that the advertising world is shifting towards cold, hard science, and away from the kind of art and creativity that defined its first hundred years. It is an ongoing progression that has been accelerated by the downturn in the economy and the need for increased proof-of-performance and metrics that show the return on every marketing dollar invested.

I'm torn about this shift, but I don't think it is necessarily all bad. Obviously, we don't want to lose sight of the human qualities that make advertising a craft,...

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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.

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