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.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.