Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and media mix models more accurate by recognising that advertising and media investments have non-linear “carryover” response effects. These non-linear effects are normally grouped into two areas: the delayed effect … Read More
Year: 2020
How to win a media pitch
Twenty five years in and with the benefit of having worked for a number of the worlds leading media agencies, two intermediaries, including helping found one of them, and having been involved in probably more than a 100 media pitches I thought I’d reflect on what I think helps to win a media agency a … Read More
Coronavirus: why measurement is the key to ending the lockdown
Bill Gates once said “I have been struck again and again by how important measurement is to improving the human condition.” On April 7th, Mark Woolhouse Professor of Infectious Disease Epidemiology at the University of Edinburgh said ‘As things stand we could be out by a factor or 10 or even 100‘ [1]. Testing only … Read More
Unilever points the way by maintaining adspend in Coronavirus crisis
What is full funnel attribution in marketing?
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic web traffic. You want to explain the uptick but there’s nothing in your digital data that can explain it. However, you do know that your brand launched a TV/AV … Read More
What is the craft of media planning?
Over the last year people have been increasingly talking about the “craft” of media planning. Back in February 2019, Gideon Spanier the media editor of Campaign wrote, “the craft of media planing needs to make a comeback” and he further opined that “media planning has declined in importance in recent years – with serious consequences”. … Read More
Brands must grow before they can be harvested
Over the last decade, as an industry, we have become brilliant at harvesting the lower funnel. Every prospect who is showing “signals” of making a purchase can be digitally tracked and retargeted from the first flicker of interest to the point of purchase. This tracking has evolved to increase any one brand’s chances of closing … Read More
What are dependent and independent variables, coefficients and contributions in MMM
Dependent and independent variables, coefficients and contributions in MMM: In full MMM, or funnel attribution modelling: Dependent variable: Typically, the dependent variable is a commercial KPI metric like site sessions, registrations, leads, subscriptions or sales. In your MMM, this is the variable whose movement is dependent on the movement of other variables. Independent variables: These … Read More