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The Marketer’s Toolkit: Future Thinking 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Future Thinking report examines five emerging metrics, frameworks and concepts that we believe will be most important in helping to drive marketing effectiveness in 2022 and beyond.

Marketer's Toolkit: European Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the European market.

A new KPI for effectiveness: Reality performance score (RPS)

Case Study • MRS Awards Papers, Finalist, Innovation in Data Analytics, 2021

DVJ Insights, a market research brand, created a new key performance indicator (KPI) to understand the effectiveness of media and increase ROI in the UK.

Sky: Direct web attribution

Case Study • MRS Awards Papers, Winner, Innovation in Data Analytics, 2021

Sky Media, the broadcaster, launched Direct Web Attribution to conclusively calculate the effectiveness of advertiser's TV campaigns in the UK.

What George Best taught Nestlé Purina about marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA Effworks, October 2021

Nestlé Purina has embarked on building a marketing effectiveness program across its EMENA division.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

L’Oréal finds a new role for TV in driving e-commerce sales

Article • Alex Brownsell, Event Reports, The Future of Media conference, October 2021

The cosmetics company is adjusting its media strategy in response to post-COVID consumer habits.

How to maximise the impact of out-of-home

Opinion • Alex Tait, November 2021

Out-of-home media has a measurement problem. A new data standard for MMM models may help brands to better understand its impact, writes Alex Tait.

Why brands need panels to deliver accurate cross-media measurement

Article • Daniel Wong-Chi-Man, WARC Exclusive, November 2021

Panels will continue to play an important role filling measurement gaps that technology cannot account for.

MTN Group’s Bernice Samuels: ‘Digital inclusivity demands digital transformation’

Opinion • Anna Hamill, November 2021

Bernice Samuels, Chief Marketing Officer at telco MTN Group, spoke to WARC’s Anna Hamill about adapting to COVID-19 across Africa, digital inclusivity, and using data-driven insights in developing markets. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Standard Chartered Bank’s Emma Sheller: ‘Marketing needs to be bolder’

Opinion • Gabey Goh, October 2021

The business of banking has become increasingly dynamic and crowded. Emma Sheller, Global Head Brand & Marketing for Standard Chartered Bank, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the banking brand is positioning itself as a change agent and the need for marketing to not retreat to safe and familiar spaces. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Proving marketing’s worth: The future of measurement

Article • Maren Seitz, WARC Best Practice, October 2021

Considers the impact of the demise of third-party cookies on marketing measurement.

The science of effective media: How to improve ROI from media investment

Article • Claire Fenner and James Dixon, WARC Exclusive, September 2021

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.

3 in 15: The Future of Identity

Article • David Tiltman and Alex Brownsell, WARC Exclusive, July 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

How brands can respond to the consequences of a cookie-free world

Article • Jide Sobo, WARC Exclusive, July 2021

Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.

The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Article • Sherif Guindy, WARC Exclusive, July 2021

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

A short guide to building marketing-mix-models in the new economy

Article • Robin Sheridan, WARC Best Practice, July 2021

Explains how brands can adapt marketing-mix-models (MMM) for today’s media landscape.

APAC media in the new normal: How to maximise effectiveness

Article • Adriaan Nel and Amit Chaubey, WARC Exclusive, July 2021

The pandemic has resulted in fundamental shifts in people’s retail and media behaviour.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

What we know about econometric modelling

Article • WARC Best Practice, May 2021

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

The ‘Econometric Hero’ and five questions every CMO should ask about MMM

Opinion • Tony Evans, May 2021

Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities.

The power of small data

Article • Ross Innes, WARC Exclusive, March, 2021

A decline in data quantity need not mean a reduction in advertising effectiveness.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Cookies are crumbling. Now’s the time for light, agile, market mix

Opinion • 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.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2021

This article provides marketers with information about how to balance long-term and short-term strategies.