Watch 'Demand Generation' on demand


At our November 2019 event, we unveiled brand-new research together with a new cross-media optimisation tool based on the findings.

The aim of the research is to provide practical guidance on how advertisers can have the best of both worlds: substantial short-term sales and sustained base sales growth. The Demand Generator tool helps to determine the optimal media mix for an advertiser specific to a brand’s category, budgets and goals.

For this event we pulled together a data science supergroup of Gain Theory, MediaCom, and Wavemaker to show us the way to even more effective media planning.  They pooled their extensive databanks of client data and drew on their huge expertise to provide practical guidance for medium-to-large advertisers on how to maximise their media-driven returns.

This study offers the most comprehensive understanding to date of the planning and measurement decisions that need to be made, alongside the resulting trade-offs in terms of speed of return, base sales growth and risk.


Building the ultimate effectiveness databank
Jane Christian, Business Science Director at Mediacom, introduces the databank underpinning the findings from this study, created by pooling three years of econometric analysis from Gain Theory, Mediacom and Wavemaker.

Balance, trade-offs, decisions
Dom Charles, Head of Effectiveness at Wavemaker, talks through the key decisions planners need to make in order to determine the right media mix for their specific business goal.

Putting measurement right
Matt Chappell, Senior Partner at Gain Theory, introduces a guide to best practice campaign measurement and how setting this up from day one will enable businesses to effectively evaluate, learn and grow.

Ajay Ahuja, Senior Manager, Business & Marketing Analytics at Kellogg’s shares insights on their analytics journey. What is working? And what’s next?

Panel Session with Q&A 
Hosted by Kate Waters, Director of Client Strategy and Planning at ITV with Peter Field, Effectiveness expert & Marketing consultant, Jane Christian, Business Science Director at Mediacom and Angela Porter, Marketing Director at Dunelm.

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