Using data and analytics to maximise effectiveness

Christian Polman

Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.

Brand equity & strength
Data analysis
Agility
Brand growth
Long-term vs short-term effectiveness
Econometric modelling
MMM & attribution
Accountability, C-Suite relations
Managing the marketing function
Strategy

Structuring for effectiveness

This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.

In a media and marketing ecosystem characterised by constant change, the CMOs who are finding success are those who...

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