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The ‘Econometric Hero’ and five questions every CMO should ask about MMM

Opinion • Tony Evans, May 2021

Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Demand generation: how we made econometrics free to all

Research Paper • MRS Awards Papers, Winner, MRS Award for Media Research, 2020

Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.

The Wrong and the Short of it

Opinion • Tom Roach, August 2020

Short-termism and long-termism are both just wrong-termism, says Tom Roach.

How creativity drives advertising effectiveness

Article • 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.

Ebiquity: Measuring creative effectiveness

News • 16 June 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.

What we know about econometric modelling

Article • 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.

The role of marketing analytics in breaking silos

News • 15 April 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 effectivene

Using data and analytics to maximise effectiveness

Article • 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.

The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.

Why the trend to brand advertising means we need to think more about the long term – Part 1

Article • 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.

How Mondelez uses dynamic OOH

News • 02 April 2020

International snack company Mondelez has experimented with dynamic advertising on the traditionally brand-building medium of out of home (OOH) with mixed results.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

The nine golden rules of measurement

Article • Matthew Chappell, WARC Exclusive, January 2020

A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.

Measuring effectiveness

Article • 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.

Thinkbox Demand Generation: What you need to know

News • 21 November 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 T

Efficiency to effectiveness: How adidas changed its focus

News • 23 October 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.

adidas makes course correction on marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA EffWorks, October 2019

Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.

Forecasting advertising and media effects on sales: Econometrics and alternatives

Research Paper • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, Int. 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.

British Army: Junior Entry Review for the UK Army

Research Paper • MRS Awards Papers, 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.

Omnicom Media Group: OMG ROI Planning

Research Paper • MRS Awards Papers, 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.

Innovation Diffusion in the Digital Age: Qual-based innovation diffusion model seeking smart tech to create fusion futures

Research Paper • Lida Hujić, ESOMAR Conference papers, 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.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
General rules on how to balance long-term brand building vs short-term activation

Article • Paul Dyson, WARC Exclusive, April 2020

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.