The science of effective media: How to improve ROI from media investment

Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.

Old world: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

New world: “That’s pretty wasteful. You should have implemented a scientific measurement process some years ago my friend.”

With the tools and methodologies...