E-commerce and the future of effectiveness
This article is part of a series of articles from the WARC Guide to e-commerce and the future of effectiveness. Read more.
Why it matters
Moving budget from activation to brand building can take a leap of faith – that sales might be lower initially but better in the long run. A new forecasting tool that builds in learning on how advertising grows brands in both the short- and long-term allows marketeers to understand the likely impact of different strategies over 5+ years allowing them to find the best strategy for their...