Principal consultant Steffen Kapffenstein makes the case for fast-moving consumer goods brands investing in dedicated analytics to optimise the effectiveness of their promotional spend.
Tag: marketing effectiveness
Group Director Nic Pietersma weighs up the pros and cons of including brand ‘pay per click’ (PPC) advertising in econometric models of market mix modelling (MMM).
Eight-point action plan designed to make marketing effectiveness a key driver of better business performance
Domino’s CMO, Sarah Barron, offers insights into the company’s journey to success, highlighting the central role played by Ebiquity in enhancing their marketing effectiveness efforts and ensuring strategic allocation of every marketing dollar.
Exploring the transformative potential of effective marketing investment and the challenges marketers face in making the right business case.
Where is marketing automation’s place in marketing mix modelling? George Wood considers the benefits & drawbacks of running automated, ‘always-on’ analytics for marketing effectiveness.
Global marketers adopt the path to marketing excellence, addressing effectiveness challenges. WFA, Ebiquity, and IPA’s new study reveals transformative insights.
Client & Proposition Director, Ryan Rooney, considers the pros and cons of running marketing effectiveness insourced, outsourced, or using a hybrid model in between.
Ebiquity Partners with ViewersLogic to Enhance Media Investment Analysis Platform with Valuable Consumer Behaviour Insights
Ebiquity is pleased to announce ViewersLogic partnership to bring insights from its Single-Source Data Panel to our media investment analysis platform.
The “Bayesian versus traditionalist” tribal conflict has reached the media mix industry. Until recently, this had been a rarefied debate, limited to the data scientists who work in our marketing effectiveness practice. But there’s evidence that is shifting from the theoretical to the practical in the sector.