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

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.

Old world: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

New world: “That’s pretty wasteful. You should have implemented a scientific measurement process some years ago my friend.”

With the tools and methodologies available to marketers in the modern marketing environment, the adage about wasted advertising spend shouldn’t hold anymore, if it ever really did.