Metrics & Effectiveness

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How Integrated Data and Technology Helped 3 Companies Transform Their Marketing |

Third Party Content

Think with Google outlines three actions agencies and marketers can follow to deliver a better customer experience.

Re-evaluating Media: What the Evidence Reveals about the True Worth of Media for Brand Advertisers |

Research Services

This Ebiquity study looks into the valuation of online and offline media for brand building in the UK. The findings reveal that TV was the best medium on a range of attributes, followed by radio, newspapers, magazines, out-of-home, direct mail, social media, cinema, online video, and online display.

ROI/Attribution Providers: A Comparison of Leading Providers of Media Performance Analyses

This white paper, prepared by the 4A’s Media Measurement Committee, the Coalition for Innovative Media Measurement (CIMM) and Sequent Partners, looks at offerings from the prominent providers in digital, cross-platform, multi-touch and television attribution, and marketing mix modeling, using comparable criteria.

Driving Effective Digital Holiday Advertising

Research Services

GfK identifies the drivers of the most effective advertising during the 2017 holiday season and reveals some do’s and don’ts for marketers.

4A’s Data Summit Report 2018

More than 250 marketing professionals gathered at the 4A’s 5th annual Data Summit, a one-day event that brought together leaders from brands, agencies, media outlets and data firms. In this report, we highlight topics covered at the event — including unconventional uses of data, preparing for the EU’s General Data Protection Regulation, cross-device measurement and targeting, and upcoming industry standards.

Inside Influence: IAB Influencer Marketing for Publishers Guide |

Research Services

This IAB guide outlines how publishers are using influencer marketing and ways marketers and agencies can leverage it in their branded content and native advertising efforts. Case studies are included.

Television Advertising |

Mintel shares research in the effectiveness of TV advertising.

AdReaction: The Art of Integration |

Kantar Millward Brown examines what makes an effective integrated campaign and shares five principles to follow for successful multichannel advertising.

Study Shows Ad Fraud Cut by 83 Percent in TAG Certified Distribution Channels

Marketing & Communications

The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain, today released a study conducted by The 614 Group that found the use of TAG Certified distribution channels for digital advertising reduced the level of fraud by more than 83% from the broader industry average.

Agency Metrics that Matter |

Research Services

SoDA conducted a survey to explore business performance measurement within agencies, production companies and design studios. Topics such as employee turnover rates, budget tracking, promoting and maintaining healthy levels of team and client satisfaction, benchmarking data, and much more are explored. View the summary findings and benchmarking data.

Profit Ability: The Business Case for Advertising

Research Services

This UK study from Thinkbox shows the short and long term business impact of advertising with a particular focus on the effectiveness of TV advertising.

Pulling Back the Curtain: Viewability & Direct Response |

Research Services

MAGNA and IPG Media Labs explore the relationship between direct response campaign performance and viewability and engagement metrics.

Storytelling |

Kantar Millward Brown studies storytelling advertising and its effect on generating emotions, branding, sales, and more.

Advertising Wear-Out: Is it Time for a New Commercial? A New Campaign? |

Communicus examines campaign and ad execution wear-out and gives tips on how to know when to change a campaign.

Marketing Meets Science: How to Set Your Team Up for Success in a Data-first World

Third Party Content

Cloud technology allows marketers to access data more easily and uncover insights more quickly. Alison Wagonfeld, vice president of marketing at Google Cloud, shares three strategies to successfully integrate data, analytics, and machine learning—and increase your marketing productivity.