marketing effectiveness

The Two Sides of Marketing Effectiveness
Balancing long-term and short-term
Profit Ability 2: The killer slide that very nearly flew beneath the radar 
Handing over MMM data like a professional 
Profit Ability 2: The new business case for advertising
The business case for ad budgets – in language the business understands 
Out of home boosts other media channels 
Why Fast-Moving Consumer Goods brands need dedicated promotional effectiveness analytics
Should ‘brand PPC’ be included in MMM econometric models? 
8 ways to build credibility in marketing effectiveness