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Watch a summary of the debates, research and speakers that tackled the question of measuring marketing effectiveness at EffWeek 2018. Further reading below.

Understanding measurement is the central issue of marketing effectiveness. Without that understanding in place and embedded throughout an organisation, there is little to no chance of consistently effective marketing being consistently created. Watch the film for a great introduction to this complex area.

This link will take you to a conveniently filtered version of the Learning and Resources page with all of our content on marketing effectiveness measurement. If you prefer, browse our guided tour of selected pieces below.


How to implement a measurement strategy

WATCH: Jon Webb of Gain Theory present their white paper on measurement strategy. Published at EffWeek 2018, it walks you through the main pillars of activity and knowledge needed in an organisation.
DOWNLOADMeasurement strategy in the digital era


Find out how to measure specific channels

READ:


Hear from marketing professionals how they measure the effectiveness of their marketing

WATCHA senior panel from Sky, Pepsico, and Essence tell us what it took to implement a measurement strategy at their organisations over the last few years.
WATCH: A panel of marketing leaders debate how to judge marketing investments.


Further reading:

There is more. This link will take you to a conveniently filtered version of the Learning and Resources page with all of our content on marketing effectiveness measurement, so you can continue to explore on your own.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA