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 […]
- All
- Adspend Forecasts
- Advertising Evaluation
- B2B Marketing
- CO2
- CRM Training
- Customer Analytics
- Digital Media
- Direct Mail
- Direct Marketing Training
- DRTV Training
- Environment
- General
- Market Mix Models
- Marketing Effectiveness
- Marketing Mix Models
- Marketing Training
- Media Buying
- Media Evaluation
- Media Planning
- Media Planning Books
- MMM
- Social Media
- TV Media Planning Training
- Ways of Working
13 May 2023
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised […]
5 January 2023
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give […]
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 […]
16 May 2020
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 […]
7 May 2020
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 […]
2 May 2020
This post presents some of the arguments for continuing to advertise during a recession or downturn.
21 March 2020
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 […]
21 March 2020
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 […]