Complex media strategies create complex challenges for measuring marketing effectiveness. Truly integrated campaigns can measure the impact of parallel marketing activities on each other, continuously optimising to improve performance, to ultimately deliver the holy grail where the whole is greater than the sum of its parts. Yet sub-optimal results are often the norm. The obstacle to success is lack of alignment; internally across business silos and externally across multiple agency relationships. What lessons can be learned ? We look at best practice in theory, and in practice.
Andrew Challier, Chief Effectiveness Lead, Ebiquity
Simon James, Strategic Plannng Director, SapientNitro
Alan Thompson, Founder, Haystack