7 June 2020
Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and […]
16 May 2020
Twenty five years in and with the benefit of having worked for a number of the worlds leading media agencies, two intermediaries, including helping found one […]
7 May 2020
Bill Gates once said “I have been struck again and again by how important measurement is to improving the human condition.” On April 7th, Mark Woolhouse […]
2 May 2020
This post presents some of the arguments for continuing to advertise during a recession or downturn.
21 March 2020
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic […]
21 March 2020
Over the last year people have been increasingly talking about the “craft” of media planning. Back in February 2019, Gideon Spanier the media editor of Campaign […]
8 March 2020
Over the last decade, as an industry, we have become brilliant at harvesting the lower funnel. Every prospect who is showing “signals” of making a purchase […]
7 March 2020
Dependent and independent variables, coefficients and contributions in MMM: In full MMM, or funnel attribution modelling: Dependent variable: Typically, the dependent variable is a commercial KPI […]