Towards better predictive programming - generating engagement patterns

Philip De Wulf, Emmanuel Verhagen and Mihir Warty

This paper argues that most predictive research methodologies are geared towards reducing the number of variables needed for modeling and looking for direct causal relations.

Towards better predictive programming – generating engagement patterns

Philip De WulfThe Mission House, France

Emmanuel VerhagenSynovate Censydiam Institute N.V., Belgium

Mihir WartyBBC Strategy Group

INTRODUCTION

In this paper we will discover that most predictive research methodologies are geared at reducing the number of variables needed for modeling and looking for direct causal relations. We bring the insight that taking less direct causal elements into consideration and generating a better understanding can also create strong predictive research approaches. The discussion begins with an overview of the current evolution in the communications field. After this we define the playing...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands