Tag: Business Effectiveness

Improving Marketing Effectiveness. Part 2: How to Measure?

Most companies face the challenge of accurate assessment of their marketing activity results, and with numerous tools and approaches available in the industry it is easy to get confused. Companies should choose wisely and act quickly to keep pace with trends and drive business growth. A white paper on marketing effectiveness by global consultancy Gain Theory helps to do just that, and in this article we cover key insights, including those from marketing top managers of 40 large UK brands that together spend over £7bn on advertising. We are trying to keep you updated on all marketing measurement trends, that’s why we prepared an article on the use of measurement tools after the phase-out of cookies and IDFA. Get ready to privacy changes and apply solutions that won’t be affected by the new conditions. See how MMM, MTA, brand studies and other approaches are going to function without third-party cookies. After we have agreed on what marketing effectiveness is, understood where we stand in terms of progress and chosen the crucial metrics, it’s time to move on and find the most suitable measurement tools and approaches to building an effectiveness team. Best Available Tools To fully benefit from this technological… Read more »

marketing effectiveness, business effectiveness, Marketing Mix Model, Attribution, Machine learning, In-house agency, Outsource

Improving Marketing Effectiveness. Part 1: What to Measure?

There is hardly an organization that is completely satisfied with their abilities to assess marketing activity results, and in this age of technology and changes companies should choose wisely and act quickly to keep pace with trends and generate business growth. A global consultancy Gain Theory published a white paper on marketing effectiveness that provides information on how to measure and maximize the impact of marketing activities. In this article, we cover the most informative and interesting parts of their paper, which includes insights from the marketing top managers of 40 large UK brands that together spend over £7 billion on advertising. The key to success and business growth is the right marketing strategy, it will help to create the right culture, make better decisions and wisely invest. It requires specific knowledge and resources, and the common challenges include not having the right people for the job or complexity of the subject itself. With the right motivation and collaboration within a company it will be easier to achieve better effectiveness. And here are some advice that the author gives us to improve marketing performance.  What is marketing effectiveness? To properly and successfully measure marketing effectiveness we need first to agree on… Read more »