Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article
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WARC Best Practice, May 2020
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Article
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Patrik Sahlin, WARC Best Practice, January 2018
Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Opinion
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Tom Roach, August 2020
Short-termism and long-termism are both just wrong-termism, says Tom Roach. Let’s end the false choice between long and short-term marketing tactics, maximise the compound effects of getting them working together in harmony, and start to close the value-destroying divide between ‘brand’ and ‘performance’ marketing.
Article
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Research on WARC, July 2020
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
News
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17/06/2020
The impact of creativity is measurable, a new report states, but it requires techniques that allow for the fine tuning of assets and campaigns with a view to long-term effects.
News
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16/04/2020
Data and analytics can be a powerful weapon to break down silos and create more effective marketing, but many brands find it difficult to get it right; Ebquity’s Christian Polman explains how in The WARC Guide to structuring for marketing ...
Article
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WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Article
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Christian Polman, WARC Exclusive, April 2020
Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.
Article
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Paul Dyson, WARC Exclusive, April 2020
This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.
News
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03/04/2020
International snack company Mondelez has experimented with dynamic advertising on the traditionally brand-building medium of out of home (OOH) with mixed results.
Article
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Alex Brownsell, WARC Exclusive, March 2020
Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.
Article
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Matthew Chappell, WARC Exclusive, January 2020
A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.
Article
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Imaad Ahmed, WARC Webinars, December 2019
Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.
News
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21/11/2019
With the launch of a new report and online tool for working out optimal media mixes, Thinkbox aims to provide a starting point for investment decisions based on an econometric analysis of over £1 billion of media spend – and no, it’s not just about ...
Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
News
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24/10/2019
adidas is on a marketing effectiveness journey as it shifts its focus from simple efficiency measures and embraces econometric modelling to give it a more nuanced view of the impact of its spending.
Article
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Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.
Article
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John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620
The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
Research Paper
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MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018
The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.
Research Paper
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2018
Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.
Research Paper
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Lida Hujić, ESOMAR, Fusion, 2018
Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.
Article
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Mark Evans, WARC Webinars, November 2018
Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.
Article
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WARC Evidence, October 2018
Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.
