Africa | WARC

Article • WARC Best Practice, December 2020

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

Article • WARC Best Practice, August 2020

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

Article • Patrik Sahlin, WARC Best Practice, January 2018

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article • Strategy Toolkit, Strategy Toolkit

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

Article • WARC Evidence, October 2018

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.