A guide to crossing the finish line of marketing effectiveness. (spoiler alert: there is no finish line)
About this Webinar
Marketing effectiveness is often seen as a big scary concept that is too big to tackle - much like a marathon.
In this session, we will explore how to approach marketing effectiveness and all of the different avenues you can explore to help improve your performance. There is no one size fits all approach to marketing effectiveness; every brand has its own challenges and every brand needs its own plan of attack. Much like taking on the daunting task of running a marathon, everybody’s mind, body and circumstances are different and so we all need to adapt to the challenges as they arise.
At Core, we spoke with a wide selection of clients to get a better understanding of what people wanted more clarity on in relation to the areas of Data and Marketing Mix Modelling (MMM) and the result is this playbook of measurement. We will cover a broad approach to the methodologies that can be deployed to better understand what is causal and not just correlation. In doing so, we will touch on the following tools for measuring Marketing Effectiveness:
• Brand contribution study
• Campaign tracking
• Digital Attribution
• Platform Level-Measurement
Taking you through this AAI Toolkit session will be:
Alan McAuley, Head of Digital at Mediaworks
Ronan Brady, Managing Director at Core Data
Aileen McDaid, Director of Digital at Spark Foundry