Brands are under greater pressure than ever to demonstrate the effectiveness and value of their media investments in delivering return to the bottom line.
However, the complexities and fragmentation of media and audience, digitisation, and ever complex array of intermediaries and supply chain control, are making this increasingly challenging.
This group delivers and contributes to work streams addressing key challenges such as digital audience measurement, cross-media/ channel measurement, and develops shared understanding of required best practice to enable, for example, advertisers to demand balanced attribution solutions for both long and short-term marketing and brand objectives.
Examples of the kind of work produced by the Insight & Effectiveness Steering Group include:
- Cutting through the Clutter, Getting Ride of the Hype, a paper the group published in February 2019 that considered Attribution in the context of Marketing Effectiveness
- Effectiveness Culture: a joint research endeavor with the IPA to set out understand the components and readiness of organisations to manage effectiveness:
Co-Chairs
John Perella, Head of Communications Evaluation - Tesco
Carl Bratton, Head of Marketing Effectiveness - Direct Line Group
These meetings are for group members only. If you would like to find out more then please email claudiak@isba.org.uk