How scientific methodology improves ROI from media investment | WARC | The Feed
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How scientific methodology improves ROI from media investment
Given the tools and methodologies available to marketers today, the old adage about half of advertising spend being wasted (but which half?) shouldn’t hold anymore: 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.
Why it matters
This excerpt from the third chapter of How to do Effective Media: Media Planning Buying as a Scienceattempts to lift the lid on the “secret sauce” of scientific media buying and give...
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