TV attribution modelling is an analytical process used to assign web or phone response to TV spots. When this analysis has been undertaken it is possible to aggregate all the spots and matched response into a database and report which TV channels, days of week, times of day and creative edits are most responsive or … Read More
Month: July 2018
Binet and Field – Is it really 60/40
Whilst the endeavours of Les Binet and Peter Field have helped the industry make huge strides in how it looks at advertising effectiveness, and particularly the importance of long-term brand building, the industry’s unquestioning acceptance of their suggested 60/40 “brand” / “activation” marketing budget split makes me nervous. Although I don’t have the raw data … Read More