Thinkbox appoints Data2Decisions to examine relationship between paid, owned and earned media

London, 7 November 2012: Thinkbox today announced it has appointed Data2Decisions, the leading marketing effectiveness consultancy, to undertake its next major econometric research study. The study will look at the relationship between paid, owned and earned media. Findings will be published in the first half of 2013.

The new study is designed to give marketers new insights into how advertising pays back and to help further understanding of how word of mouth, social media, search and owned media such as brand websites and in-store marketing are affected by paid media. Data2Decisions will use a combination of data sources (including Keller Fay data for word of mouth, advertiser data for online information, and Brand Index) in order to econometrically analyse the relationship between paid, owned and earned media across different marketing categories. 

Neil Mortensen, Research and Planning Director, Thinkbox: “We know from previous research that TV is the most effective form of advertising and that it makes other media work harder – it has dramatic effects on search and social media, for instance. But TV and other paid media’s effects can be overlooked when too much emphasis is put on just measuring end results that are easily counted or highly visible rather than asking what initiated and drove consumers’ behaviour in the first place. There is a risk of misattribution. This research will explore this issue in the broader context of the relationship between paid, owned and earned media.”

Karl Weaver, CEO, Data2Decisions said: “Quantifying the effectiveness of integrated campaigns within an increasingly convergent marketing environment is a critical issue for clients. Data2Decisions is delighted to have the opportunity to work with Thinkbox to further industry understanding on how social media/search and paid media can work together to enhance advertising payback.”




Press contact: Simon Tunstill | Head of PR, Thinkbox | [email protected] | 020 7630 2326


About Thinkbox

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90% of commercial TV advertising revenue through their owned and partner TV channels.  RTL Group and Virgin Media are Associate Members and some partner TV channels also give direct financial support.

Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences 

engage with TV advertising, explaining innovative and affordable solutions, and encouraging creativity to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.


About Data2Decisions

Data2Decisions is one of the largest marketing effectiveness consultancies in Europe, and was recently acquired by Aegis Group plc. It partners with clients to evaluate the optimum marketing strategy to improve their KPIs and maximise their business performance. Data2Decisions conducts statistical analysis to turn client data into critical insights that inform marketing strategy, including the assessment of pricing, promotions and return on investment from all media channels. Data2Decisions then deploys proprietary technology to make the analytics actionable.

follow us on Twitter connect to us on LinkedIn click here for Thinkbox blog