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Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

The Marketer's Toolkit 2021: 불확실성 극복하기

Article • WARC Exclusive, November 2020

Marketer’s Toolkit 2021은 내년 1년간 브랜드들이 직면할 6대 주요 과제에 대한 가이드입니다.

Putting advertising efficacy’s new focus on search data into practice

Article • Richard Kirk, WARC Exclusive, November 2020

Examines the role of search volume as an indicator of sales, and what it means for advertising strategy.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.

General rules on how to balance long-term brand building vs short-term activation

Article • Paul Dyson, WARC Exclusive, April 2020

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

How Molson Coors chooses between digital channels in a time of disruption

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

Re-visit, re-organise and re-plan: Measuring campaigns in post COVID-19 India

Article • Mukta Lad, WARC Exclusive, June 2020

ad:tech hosted ‘Building Metrics that Matter’, a webinar to understand how a post-COVID reality might make for a new way to look at campaign measurement metrics.

How measuring incremental sales can show what attribution doesn’t: Causation

Article • Carl Spaulding, WARC Best Practice, June 2020

This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.

What we know about econometric modelling

Article • WARC Best Practice, May 2020

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

How to win during a recession? Focus on customer service and satisfaction

Article • David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, April 2020

Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.

Setting up an in-house marketing effectiveness team

Article • Nick Milne, WARC Exclusive, April 2020

In-house marketing excellence or effectiveness teams can provide more accountability on performance, but brands should avoid common pitfalls.

Using data and analytics to maximise effectiveness

Article • Christian Polman, WARC Exclusive, April 2020

Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.

The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.

Why the trend to brand advertising means we need to think more about the long term – Part 1

Article • Paul Dyson, WARC Exclusive, April 2020

This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.

Demand Generation: Six factors that determine media budget optimisation

Article • Nicole Greenfield-Smith, WARC Exclusive, April 2020

An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Three steps to measure business return on sponsorship

Article • Tom Goodchild, WARC Webinars, February 2020

Tom Goodchild, director of effectiveness at Fuse, shares best practice for marketers seeking to understand both the short- and long-term impact of their sponsorship activities.

How to score a home run with sponsorship

Article • Maren Seitz, Admap, February 2020

Four success factors for sponsorship effectiveness.

The nine golden rules of measurement

Article • Matthew Chappell, WARC Exclusive, January 2020

A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.

Measuring effectiveness

Article • Imaad Ahmed, WARC Webinars, December 2019

Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.

Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.

Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
Drivers of change in 2019: Admap summary deck

Article • Admap Magazine, December 2018

A summary of new thinking and best practice on consumer trends that will affect marketers in 2019 from Admap.
What can brand marketers learn from Spotify's approach to personalisation?

Article • Alex Underwood, Admap Magazine, November 2018

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.