Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
MRS Awards, Finalist, Media Research, 2017
Newsworks, the British marketing body for national newspapers, used meta-analysis and original research to establish that newsbrands are incredibly effective at supercharging campaign effectiveness in the multi-media landscape.
LONDON: TV advertising generates the highest return on investment (ROI) of any media over both the short-term and long-term, according to independent analysis carried out for Thinkbox, the marketing body for commercial TV in the UK.
LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2017
This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.
LONDON: When it comes to setting business-driven KPIs, brands and agencies tend to prefer different measures, according to new research, which suggests the two sides need to align their digital metrics.
Understanding how effectiveness works in the digital age has become the mission of modern marketers. We cover this in detail in our Toolkit 2017 of Marketing Trends, which includes a whole chapter on the subject.
Janet Hull and Bart Michels, Market Leader, Quarter 1, 2017, pp. 48-49
This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.
The term ‘effectiveness' can cover a wide area, as was evident from what Warc subscribers were reading on the subject in 2016, ranging from ROI to brand positioning, from media choices to product launches.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
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.