This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.
Lucy Hancock’s Post
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A neat summary on the measurement state of play from Neil Barnes here...
My measurement musing for today is that, for many years, marketing measurement has been fundamentally flawed. We got lazy and were too reliant on attribution measurement to guide our decision making. But attribution measurement has a huge flaw. Attribution is the process of assigning conversion credit to a marketing intervention, but what if the conversion would have happened anyway without the intervention in question? Attribution measurement alone cannot answer this. It has never been an indicator of marketing effectiveness or causality, and never will be. Whilst there is still a role for attribution measurement in optimising performance, measurement capabilities must expand to also include solutions such as incrementality testing and mix modelling that provide insight into incrementality, effectiveness and causality. It is a shift that is needed given shrinking volumes of cookie based data, we are entering an exciting new era of marketing measurement. Businesses that move quickly will gain advantage and am looking forward to taking RocketMill clients on this exciting journey. #analytics #measurement #effectiveness #incrementality #attribution #newera
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Two of our best getting the recognition they deserve. Congratulations Tess Gordon & Ebrahim Bakhtar, it's an absolute pleasure working with you
A huge congratulations to Tess Gordon and Ebrahim Bakhtar for winning in this year's Media Week 30 Under 30 awards by Campaign UK. We are so proud 🎊✨ Recognised by the judges for their 'drive and determination', 'commitment to giving back' and dedication 'to driving change and cultural shifts', this is an incredible achievement. Read more (and see a snap from last night's celebration) below👇 https://bit.ly/3V4UMEK #MediaWeek30Under30 #30Under30 #Media
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We have the best people leading the best people. Kudos to our People team for this award!
RocketMill Best Large Agency to work for 2024 according to Campaign UK. Agencies that foster loyalty; deliver consistently. Massive credit and huge thanks to Rebecca Oliver, Genevieve Richens, Ellie Aldridge, Scott Millar, Georgia Tulley, and Johanna Goucher for all of your kindness, capability, and creativity without which we would not be the fabulous place we are! https://lnkd.in/ehw_bHj2
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What a privilege to catch up with old work friends. Thank you to Advertising Week for the forum to do so - it’s always a pleasure to chew the fat with Richard Ablett
Fantastic 2 days at Advertising Week Europe! Great conversations, content and space to think. Loved Nicholas Pringle and Rebecca Bezzina's take on how AI can enable brand as an operating system, and the simplicity of Oliver Stewart’s model for AI enabled creative (excuse my grainy photo!). Highlight was hanging out with lovely Lucy Hancock, and Thomas Byrne talking about insight-led universal truths as the key to uniting global and market teams and unlocking local capabilities. #aweurope2024 R/GA Celtra RocketMill Magnus Consulting | Certified B Corp
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If you're at Ad Week tomorrow drop me a line and let's catch up. Or just head over to the Tech Zone at 11.40 for our panel...
Don't miss us at Advertising Week Europe! Our team will be there across all three days, but you can also join us for our panel session with panellists from BNY Mellon, Google and Oystercatchers: ⏰ Wednesday, 15th May 📅 11:40AM - 12:10PM Add it to your schedule here: https://bit.ly/3QzGWZD #AdWeekEurope #MediaStrategy #PerformanceMarketing
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Did you know you will LOSE all historic data from Universal Analytics unless it's warehoused elsewhere before 1st July? That's a lot of data you need for future planning gone. If this isn't yet on your radar keep reading...
By warehousing your marketing data, you can gain valuable insights, improve decision making and achieve a competitive advantage. Lacë-chantelle Rogers explains why below 👇 You can also learn how to do this using BigQuery here: https://bit.ly/3wugGsH #DataWarehouse #BigQuery #Analytics
