In this latest edition of our blog The Wheelhouse, Director Gavin Desir makes the case for building econometric models that balance both the long-term and short-term impact of marketing investment. He puts a particular emphasis on taking proper account of the long-term impact which many – particularly digital-first, attribution-based – models tend to overlook.
Last month, Thinkbox – the marketing body for commercial TV in the UK – published the sequel to its ground-breaking Profit Ability analysis of the business case for advertising from 2017. Discover the key slide in the Profit Ability 2 report that almost went unnoticed.
In this latest edition of The Wheelhouse blog series, group Director Nic Pietersma considers what should happen when, as invariably happens, relationships come to a natural end. He focuses on improving handover between one MMM provider and the next, in the best interests of the advertisers.
A vast new study of advertising effectiveness has proven that advertising is a profitable driver of business growth and that all forms of advertising pay back, especially when their sustained effects are measured.
Mike Campbell, Head of International Effectiveness, delves into how our collaboration with national and transnational advertising industry bodies bolsters CMO effectiveness and drives superior ROI through aligned strategies with CFO priorities.
Inés Miranda – Director at Ebiquity Iberia – presents new research data that show how out of home (OOH) media can provide a significant, incremental boost to other media channels.
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.
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.
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