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 investment. There are lots of views, approaches and tools available to assist marketers with marketing and media attribution but unfortunately, most are limited in one way or another and … Read More
media effectiveness
How is brand advertising different to direct response advertising?
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 key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More
Media ROI Evaluation Techniques
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of media budgets. Deciding on which techniques to use can raise a number of issues depending on the data and budgets available for advertising evaluation. Before we get into the techniques themselves … Read More