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.
Elijah Whaley, Parklu, WARC Exclusive, May 2020
In China, customer acquisition costs (CAC) are outpacing customer lifetime values (LTV) and the reality is, there is little companies can do to reduce CAC online as the gatekeepers (social/e-commerce platforms and KOLs) hold the keys to consumer attention, but Parklu believes a focus on LTV can countervail CAC.
Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.
Marilyne Alie, Chris Perry and Imaad Ahmed, WARC Webinars, March 2020
Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.
Fast-growing, young and with significant buying power, the Latinx community is increasingly defining what it means to be American, a new report suggests – and brands need to understand how to influence them on the path to purchase.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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