Havas’ global managing director of measurement explains why, despite falling out of favour, Marketing Mix Modelling still has a lot to offer marketers.
More Strategy Leaders articles
Bad digital measurement tactics are everywhere, and they need to be reconsidered using common sense.
The IPG Mediabrands agency is rolling out a bespoke algorithm that it claims enables advertisers to optimise media-buying for more audience attention and lower-carbon formats at the same time.
We are in danger of breaching the unspoken contract with our audience that we will co-fund media in return for licence to communicate on advertisers’ behalf, warns Laurence Green.
The Media Plan: P&O Ferries is placing out-of-home posters at “pain points” for fed up aeroplane and train travellers to entice them overseas by ferries instead.
Strategy Leaders: Advocating for a 100% TV-focused plan is as wrong as advocating for one that is 100% digital, writes Wavemaker’s head of audience intelligence.
The big digital players getting into econometrics can only be good for the industry… right? December19’s head of performance isn’t so sure.
Hearts & Science’s chief strategist explains how moving attention away from the mainstream is valuable for brands, and shares six strategies to build regional diversity.
With the growth in mobile, TV broadcasters should look at content and technology that can accompany viewers across screens to avoid media breaks.
Changes to this year’s Consumer Price Index should remind us to temper own excitable interest in the outlier with respect for the average.