In July's Insight & Effectiveness Steering Group meeting, our partner Ekimetrics presented highlights from their latest technical whitepaper with Meta 'Exploring the links between creative execution and marketing effectiveness'.
Our I&E group member Tom Hallet (Head of UK Media Effectiveness and Econometrics at Sky Media) then took the group through his learnings from ingesting Creative Effectiveness data into their MMM models - something which sparked some press and debate within the industry from Mark Ritson and Peter Field on pre-testing and creative effectiveness measurement in general