12 March 2022
How much CO2 is generated by advertising media and the agencies providing the associated services? Forbes recently analysed the carbon footprint of agencies in the US […]
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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 […]
20 November 2021
Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of […]
18 February 2021
Excess share of voice (eSOV) is an important concept in marketing and media investment planning. The “excess” represents the degree to which your brand’s share of […]
7 June 2020
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 […]