How marketers can make their budget go further
Marketing Week ReportersSenior marketers from Diageo, CALM, AMS and Salesforce discuss the role of curiosity and experimentation when it comes to stretching marketing budgets.
The Currency of Marketing Effectiveness
Should marketers have a ‘universal’ framework for effectiveness?
Marketing Week ReportersMarketing Week columnist Mark Ritson joins former Eve Sleep CEO Cheryl Calverley, LinkedIn B2B Institute’s Peter Weinberg and Jon Lombardo and Digitas’s chief strategy officer Matt Holt to debate the core pillars of marketing effectiveness.
What’s the best way to make the case for marketing investment?
Marketing Week ReportersIn a panel hosted by Marketing Week columnist Helen Edwards, top marketers from NatWest Group, EY, Camelot and SAS share how they get buy-in for investment from stakeholders.
How to turn excess share of voice into ‘effective share of voice’
Molly InnesIn a panel hosted by Marketing Week columnist Mark Ritson, effectiveness experts from Walgreens Boots Alliance, Ebiquity and System1 share best practice and provide fresh perspectives on how marketers can deliver greater impact.
Three marketing experts on how to achieve ‘effective share of voice’
Michaela JeffersonThe first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
Marketing Week launches effectiveness event series
Marketing Week ReportersThe Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
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Why brand plays a key role in marketing effectiveness
Sarah VizardBrands need to have a mixture of short- and long-term KPIs to get the most out of their marketing investment and ensure they are driving profitable growth.
‘There’s no magic formula’: The challenges of measuring marketing effectiveness
Sarah VizardFrom digital attribution to econometrics, there are multiple ways to measure marketing effectiveness. But marketers must ensure they are not just measuring what is easy and never forget the importance of creativity.
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Efficiency versus effectiveness: Why marketers need to move beyond ROI
Sarah VizardToo many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
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How brands can maximise marketing effectiveness
Sarah VizardProving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk “picking the fruit without watering the plant” and ignoring the long-term impacts.
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The outsider’s view of marketing effectiveness
Sarah VizardIn the third in our video series, created in partnership with Thinkbox, we speak to those outside the marketing world about marketing’s challenge in the boardroom, gaining the trust of the CEO and the view of effectiveness beyond marketing.
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How brands overcome the challenge of data overload to boost marketing effectiveness
Sarah VizardIn the second in our video series, created in partnership with Thinkbox, we speak to marketers, as well as those outside the industry about why evidence matters in marketing effectiveness, where to find the best learnings and why over-datafication is a challenge.
How brands are creating a culture of marketing effectiveness
Sarah VizardIn this new video series, created in partnership with Thinkbox, we speak to marketers from Diageo, Direct Line and Barclaycard about how they create a culture of marketing effectiveness, the role of specialist units and driving collaboration across the business.