17 September 2019
Introduction This paper defines the marketing attribution problem and looks at the ways marketers can generate an accurate view of their return on marketing and media […]
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19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]
9 January 2015
We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV […]
30 November 2014
Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the […]
30 May 2014
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of […]
7 January 2014
The question of sales generation is a growing problem for social media. Despite all the hype, it’s almost impossible to find any conclusive cross-category evidence that social […]
23 March 2013
If you are an advertiser you may have heard the expressions “programmatic buying”, “real time bidding” and “ad exchanges”. You may be wondering what all this […]
19 October 2010
Measuring ROI in social media is a big concern for marketers as they consider moving budget away from traditional media channels and into social media activity. […]