RESEARCH

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The Paid Media Effectiveness Handbook

Built from original research with senior marketing, media, analytics, and finance leaders responsible for $40bn in paid media investment, this handbook provides a practical framework for connecting measurement to business outcomes.

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Measurement is an organisational challenge

The research reveals:

  • Two-thirds of organisations say they are behind where they need to be on measurement maturity
  • Only 16.9% have a defined way of integrating measurement outputs across methodologies
  • Only 13% track the net profit impact of paid media
  • Most barriers to measurement adoption are organisational, not technical

This handbook shows how to close the “knowing-doing gap” between measurement capability and commercial decision-making.

What’s Inside the Handbook

  • The Measurement Foundations
    Understand the core methods, metrics, and terminology behind paid media effectiveness.
  • Connecting the Dots
    Learn how to combine MMM, attribution, testing, and brand measurement into one connected triangulation framework.
  • Building the System
    Discover how leading organisations turn measurement into action through better governance and decision-making.
  • The Commercial Bridge
    See how to connect marketing measurement to finance, commercial goals, and board-level decisions.

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