Article
•
WARC Best Practice, May 2020
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Article
•
WARC Best Practice, August 2019
This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article
•
Patrik Sahlin, WARC Best Practice, January 2018
Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Article
•
Mukta Lad, WARC Exclusive, June 2020
ad:tech hosted ‘Building Metrics that Matter’, a webinar to understand how a post-COVID reality might make for a new way to look at campaign measurement metrics.
Article
•
Carl Spaulding, WARC Best Practice, June 2020
This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.
Opinion
•
Joel Rubinson, May 2020
Marketing-mix models are of limited use at a time of extreme disruption to old consumer habits. Joel Rubinson outlines an alternative strategy that brands may be able to leverage instead.
Article
•
David Dixon, Sebastian Shapiro and Nicole Wolf, WARC COVID-19 Series, April 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
News
•
16 April 2020
Data and analytics can be a powerful weapon to break down silos and create more effective marketing, but many brands find it difficult to get it right; Ebquity’s Christian Polman explains how in The WARC Guide to structuring for marketing ...
Article
•
WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Article
•
Nick Milne, WARC Exclusive, April 2020
In-house marketing excellence or effectiveness teams can provide more accountability on performance, but brands should avoid common pitfalls.
Article
•
Christian Polman, WARC Exclusive, April 2020
Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.
Article
•
Paul Dyson, WARC COVID-19 Series, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
•
Paul Dyson, WARC COVID-19 Series, April 2020
This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.
Article
•
Nicole Greenfield-Smith, WARC Exclusive, April 2020
An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.
Article
•
Tom Goodchild, WARC Webinars, February 2020
Tom Goodchild, director of effectiveness at Fuse, shares best practice for marketers seeking to understand both the short- and long-term impact of their sponsorship activities.
News
•
10 February 2020
Many reasons have been put forward for the decline in creative effectiveness, including a focus on data and the neglect of gut feel, but a rigorous measurement strategy is necessary if marketers are to be confident that they are making the correct ...
Article
•
Maren Seitz, Admap, February 2020
Four success factors for sponsorship effectiveness.
Article
•
Matthew Chappell, WARC Exclusive, January 2020
A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.
Article
•
Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.
News
•
21 October 2019
The number of marketers who plan to use multi-touch attribution (MTA) in their evaluation of consumers’ path to purchase could double within a year, according to a survey by the Mobile Marketing Association.
Research Paper
•
Robert Graves, Bernard Brenner and Akaash Nanda, ESOMAR, Congress, 2019
Microsoft, the multinational technology company, set out to model the impact of ad dollars on both sales and various brand perceptions in the same model.
Article
•
Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.
Research Paper
•
Rob Sanders, Michelle Grushko and Nathaniel Greywoode, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.
Research Paper
•
Praveen Tripathi and Derrick Gray, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Broadcast Audience Research Council (BARC) India, an industry body, developed a Viewer Attribution Model (VAM) to convert household level Return Path Data (RPD) into individual viewership data.
Research Paper
•
Robert Stratton and Dirk Beyer, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Neustar, a technology company, conducted a series of sensitivity analyses on a regression-based data science operation, using data drawn from three different synthetic domains and connected by a synthetic Identity graph.
