20 February 2026
There is an active and polarising debate about whether Bayesian priors should be used in MMM. Broadly speaking there is a progressive group of academics and […]
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7 August 2025
Experiments are an important way to validate marketing effectiveness measurement. This post will take you through some approaches to evaluating marketing uplift experiments. Let’s assume you […]
11 December 2024
Marketing incrementality is sales revenue that is over and above that which might be expected with no marketing activity. Establishing incrementality is critical if you want […]
17 October 2023
You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many […]
1 March 2022
This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in […]
1 March 2022
I recently wrote this piece for an m/SIX newsletter – it summarises the contribution of six people to the development of marketing effectiveness. SIX pioneers of […]
8 March 2020
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 […]
19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]
13 February 2018
Brand awareness is vitally important in the marketing process. As consumers need to be aware of a product and brand to purchase it, then the more […]
29 January 2018
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But […]