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 […]
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7 March 2020
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 […]
16 October 2019
RFV stands for Recency, Frequency, Value. It’s a technique database analysts use to segment their customer data by plotting customers into a three dimensional space using […]
17 September 2019
Introduction This paper defines the marketing attribution problem and looks at the ways marketers can generate an accurate view of their return on marketing and media […]
27 July 2019
Cost per thousand is a key metric in paid media planning. It’s important because it tells you the comparative cost of reaching the same volume of […]
5 September 2018
Calculating TV impacts from your media budget is relatively easy. The formula is: Budget / CPT x 1,000 So, if your budget is £250,000 and your […]
10 August 2018
TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be […]
2 July 2018
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 […]
27 June 2018
Not everyone has a large advertising budget so here are 30 free or low cost ways to increase your web site traffic: Make sure your site […]
22 June 2018
The basic formula for calculating return on investment in marketing (ROMI, aka ROI) is: [[sales-costs]/marketing costs] Where: Sales is the Revenue generated from marketing activity recorded […]