How marketing organisations are making MMM a ‘strategic’ tool
To get the most out of econometrics, marketing teams must know what they want to get out of the exercise and “get comfortable” with the measurement technique.
Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Niamh CarrollLego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Marketing effectiveness encompasses everything from price to distribution
Sorin PatilinetBrands need to assess more than their ads to understand marketing effectiveness – from how the product is packaged to where its sold.
‘Foundation of rigour’: How UKTV embedded econometrics into its decision-making
Josh StephensonPenny Brough joined UKTV 10 months ago and immediately set about creating a data-driven effectiveness culture that she says has increased share of commercial impact to 9% and opened up budgets.
Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.