Tune in to watch 'Demand Generation', Thursday 21st November
Watch the event live online where we will be unveiling brand-new research, that will provide practical guidance on how advertisers can have the best of both worlds: substantial short-term sales and sustained base sales growth.
Two years ago our Profit Ability study with Ebiquity and Gain Theory provided the hard data to support the need for a more evidence-based approach to marketing effectiveness. This year, we have taken this landmark research further.
We’ve pulled together a data science supergroup of Gain Theory, MediaCom, and Wavemaker to show us the way to even more effective media planning. They have pooled their extensive databanks of client data and drawn on their huge expertise to provide practical guidance for medium-to-large advertisers on how to maximise their media-driven returns.
This event will launch that new study. It will offer 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.
9:30 - Welcome
Matt Hill, Research & Planning Director, Thinkbox
9:40 - 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.
9:55 - 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.
10:35 - 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.
11:05 - Break
11:25 - #AcceleratingAnalysis
Ajay Ahuja, Senior Manager, Business & Marketing Analytics at Kellogg’s shares insights on their analytics journey. What is working? And what’s next?
11:40 - Panel Session with Q&A
Your chance to have your burning questions answered. 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.
12:30 - Event close