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Strategy Toolkit module 7: Evaluating success

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.
  • Brand equity & strength
  • Tracking theories & ideas
  • Creativity & effectiveness
  • Effectiveness studies
  • Long-term vs short-term effectiveness
  • Measuring ROI
  • Econometric modelling
  • MMM & attribution
  • Digital media research
  • Search marketing
  • Account planning, strategic planning
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