Opinion
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Grace Kite, January 2021
E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.
Opinion
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Lana Busignani, January 2021
Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.
News
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08 December 2020
Almost a third of client-side marketers have no modelling in place to measure the impact of marketing investment across walled garden platforms, according to a survey for WARC’s Marketer’s Toolkit 2021, but that is set to change as the end of third-p
Research Paper
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Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020
Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.
Opinion
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Jide Sobo, November 2020
Ebiquity’s Jide Sobo outlines the findings of a new report on the role of context in optimising digital media ROI.
Research Paper
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Arvind Sainath, ESOMAR Conference papers, APAC, 2020
Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.
News
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18 November 2020
Share of search has been at the forefront of Les Binet and James Hankins’ recent work, but in many categories obtaining accurate monthly or weekly sales data for competing brands is not possible.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Article
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Richard Kirk, WARC Exclusive, November 2020
Examines the role of search volume as an indicator of sales, and what it means for advertising strategy.
Opinion
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Gabey Goh, November 2020
Optus, a leading Australian telco, made the decision to proceed with its brand relaunch amidst a global pandemic. CMO Melissa Hopkins speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about the opportunity for marketers to reset their C-Suite value, lessons learnt from adopting a unified measurement platform and the issue with new growth metrics.
Opinion
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David Tiltman, November 2020
In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.
Article
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WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Opinion
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David Tiltman, September 2020
Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.
Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article
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Paul Dyson, WARC Exclusive, 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
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.
Article
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Research on WARC, July 2020
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
Article
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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
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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.
Article
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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.
Opinion
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Harry Davison, May 2020
Understanding ad performance is more important than ever, says Harry Davison. Here, he offers four helpful strategies for marketers to consider.
Opinion
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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
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, April 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
News
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15 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 effectivene
