Marketers today are in the human behavior business so they need to understand not only data, but also compassion and connection.

In the digital age, marketers are leveraging data, technology and analytics to not only better understand their consumers, but also develop a more impactful message and experience.

So how do you build lasting relationships with consumers in the digital age?

Join us for an incredible panel hosted by Wunderman and led by renowned psychotherapist, Esther Perel at the Cannes Lions Festival of Creativity on June 19 to find out.

The panel will feature leading industry experts who will reveal how to move from selling to seduction:

  • Ben Royce, Creative Effectiveness Lead at Google
  • Stephan Pretorius, UK Group CEO & Global CTO at Wunderman
  • Claudia Sestini, Global Marketing & Communications Officer at Gain Theory

To register your attendance, click here

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From foot traffic to sales, search marketing can have a tremendous impact on your brand’s performance in physical stores. How do you make the most of this connection and measure the impact of your search marketing on in-store KPIs and goals? Catalyst and Gain Theory joined forces in a new webinar on June 14th to show retailers and brands how to maximize and measure the search engine and in-store connection.

Our expert speakers, Kerry Curran, Managing Partner at Catalyst, and our very own Earl Potter, Senior Partner at Gain Theory, discussed innovative and actionable ways to:

  • Use search marketing to guide your customers from search engines to stores
  • Create a frictionless shopping experience that maximizes in-store foot traffic and drives sales
  • Measure the effectiveness of your marketing investment
  • Leverage retail marketing insights to address the challenges you face in tying online behavior to offline actions
  • Understand and optimize digital’s impact on in-store performance and your bottom line

To request for a recording of the webinar, please contact Elisa Wong (elisa.wong@gaintheory.com)

Join Gain Theory this June at the Analytics Summit 2018 in London – gathering practitioners from the very cutting edge of analytics to discuss how big data & analytics are shaping the future of organisational decision making.

Brought to you by The OR Society, in association with the Royal Statistical Society, the Analytics Summit brings together experts in analytics, big data and data science from government, journalism, industry and academia, as well as exhibitors from analytics software providers, leading consultancies, and specialist recruitment agencies to deliver a one-day event as a one-stop shop for learning about how big data & analytics are shaping the future of organisational decision making.

Filled with case studies, new innovations, and strategies on how to turn data, to effective decisions the Analytics Summit is a chance for Gain Theory and it’s storytelling mathematicians to connect with the wider data industry to share and explore ideas around organisational data-driven decision making.

The Analytics Summit 2018 takes place at Institute of Engineering and Technology at Savoy Place, London, WC2R OBL on Tuesday 12 June 2018, from 09:00 to 17:00.

If you would like to meet us at the event, send an email to Tom Goodchild, Senior Manager at tom.goodchild@gaintheory.com

For more information visit the Summit’s website at www.analytics-events.co.uk

Are we using the correct KPIs to fully understand the path to purchase?

In the digital age, understanding the impact that marketing investment has on brand strength is a pressure point for many marketers. Picking the right methodology to fully understand the path-to-purchase is the next challenge.

In addition to Marketing Mix Models which focus on single KPIs that drive sales directly, marketers should be allowing data to tell the full story, and thus examine as many KPIs as required to derive a holistic understanding of the marketing ecosystem.

Jon Webb, Managing Partner at Gain Theory will be addressing this topic on stage at the CoFuture event and taking us through the methodology.

CoFuture, organised by WPP, is Turkey’s first 2-day media and marketing-oriented innovation summit, where close to 40 roster of WPP companies and entrepreneurs working in the field of technology and innovation will be able to meet with different start-ups, share new ideas, solutions and visions for the future of branded communications.

In the Gain Theory session on 6th of April at 11:45, on day 2 (Friday) Jon will explore:

  • Understanding the KPIs that are needed to fully unveil the path to purchase
  • Measuring marketing – long and short term, across media channels
  • Re engineering measurement to understand the impact on brand value

To meet with Jon at the event please email jon.webb@gaintheory.com.

As the media landscape continuously evolves, what was simple is now complex. Marketers are now faced with even more challenges, from allocating investments across multiple channels to gaining positive return on investment. So how can marketers bring on board the best-in-class partners for marketing analytics and consultancy, to help their organization meet those challenges? What questions should you provide, and what questions should you ask so potential partners can put forward the best solution?

To set sourcing and procurement professionals up for success, Gain Theory has compiled a Download document that includes:

  1. The 9 Do’s of managing the sourcing and procurement process for marketing analytics and consultancy. Some helpful tips to help you get best responses from vendors
  2. Best-in-class RFP questions that can be applied to multiple types of solutions including market mix modelling, multi-touch attribution and unified measurement

Gain Theory partnered with ProcureCon Marketing at the ProcureCon Marketing conference in New Orleans, where Jon Webb, Managing Partner at Gain Theory, spoke on stage about the latest tools available to help marketers understand marketing investment allocation across multiple channels, as well as how they impact ROI both tactically and strategically.

To get your ‘Guide to Procuring Marketing Analytics and Consultancy,’ download the PDF at the top right side.

We are proud to announce Manjiry Tamhane, our Global CEO named as one of the 20 Women in Data & Tech initiative, led by The Female Lead and Women in Data.  The initiative showcases inspirational female role models who are helping to transform our world using data and technology.

At the helm of the initiative Edwina Dunn and Payal Jain say ‘For the two of us that share a career in Data Science, we frequently find ourselves the only senior women in a room. We have enjoyed this privilege but are also aware of the lack of balance and diversity, and the impact this has on business decisions and outcomes’.

The purpose behind the Female Lead campaign is to make women’s stories more visible and to provide positive role models for future generations.

With over 20 years’ experience in the marketing effectiveness industry, Manjiry has been integral to Gain Theory’s success since inception. Throughout her career – client side (Penhaligons and Debenhams) and agency (Ohal and Gain Theory) – Manjiry’s guiding principle has been about delivering actionable recommendations that maximize the benefit of marketing investment.

Speaking to The Female Lead in an interview, Manjiry says what she finds satisfying about working in the data and marketing industry is ‘Being able to see data actually drive business decisions that result in a change in the creative output’.

You can watch Manjiry’s interview below.

For more inspirational female role model stories visit The Female Lead website 20 Women in Data & Tech here.

Finding a balance between business objectives and financial return has become harder to justify for many marketers. With the plethora of marketing channels available today, an increasing pain point is identifying which media work to drive KPI and their role in short and long term business impact.

Gain Theory has produced a research study for ThinkBox as part of the Profit Ability report, which addresses the problem of how to effectively measure the long-term impact of media investment. This is the first study of its kind that discusses the issues involved, moving beyond the often-misleading ROI ratios, and showing the genuine difference that advertising makes.

In an interview with The Times Gain Theory Partner and senior practitioner, Matthew Chappell who led of the research said “Advertising spend has been a hot debate in marketing for some time. There is more data floating around than ever before. However, there tends to be a focus on short-term metrics, which is why this study is so important.

“If you publish a video, say, on a social-media channel, you see that it gets a certain number of likes and shares within the first half hour. But how do you know that it is building long-term success? It is very easy for marketing departments to see what’s driving short-term success, and put all their money in and focus on that. In doing so, though, you run the risk of losing sight of what is propping up the long-term business value.”

Mr Chappell says there is a long-term multiplier effect that many chief executives may not know about. “The findings show that there is often a multiplier to short-term impact,” he says. “For example, if the multiplier is two and you generate a million sales within the first three months of a campaign, then you are likely to make two million in three years.

“Bearing that in mind, we looked at the whole plethora of channels and the results showed TV tends to come out as the strongest medium.

“The numbers we have created are robust, and should provide confidence to chief executives and chief financial officers, and show TV advertising works best in the long and short term. Hopefully this study will add to and shift the conversation away from those short-term, easily measured metrics.”

Watch Matthew discussing the Long Term study:

Watch the full Profit Ability launch event session where Matthew presents the study:

To download the study, please click on the download button on the top right.

While marketing keeps inventing new ways of getting in touch with potential customers, marketing effectiveness also needs to constantly evolve to keep pace. So what’s the best measurement strategy in the digital era?

Jon Webb, Managing Partner at Gain Theory, will be speaking on stage about this topic at the ProcureCon Marketing conference in New Orleans on November 28, 2017. He not only will share the latest tools available to help marketers understand marketing investment allocation across multiple channels, but also how they impact ROI both tactically and strategically.

In this Gain Theory session on November 28th @ 11:50 am, Jon will explore:

  • How marketing measurement is no longer limited to understanding the overall performance of each channel
  • Digital Attribution, and other granular techniques, that allow for results that are much more responsive
  • Why Digital Attribution and MMM approaches shouldn’t sit in silos

ProcureCon Marketing is dedicated to the unique challenges of the procurement and sourcing of marketing resources. Senior level executives from across industry gather to discuss best practices in corporate sourcing and indirect procurement.

To meet with Jon at the event, please email: jon.webb@gaintheory.com

Is creativity being hindered by the race to get short term results?

Marketers are being pushed to create immediate return on investment and incremental sales volume which impacts on how we measure marketing effectiveness and ultimately creative campaign execution.

Jon Webb, Managing Partner at Gain Theory will be addressing this topic on stage at the Crystal Apple conference in Istanbul, Turkey on October 5 2017.

Now in its fourth year as a 3-day festival, Crystal Apple is Turkey’s leading platform, where close to 160 star-studded roster of local and global thought leaders share their ideas and visions for the future of branded communications.

In the Gain Theory session on 5th of October at 15:45 Jon will explore:

  • How short term efficiency can lead to declines in long term effectiveness
  • Measuring marketing – long and short term, across media channels
  • Re engineering measurement to understand and value the impact of creativity

To meet with Jon at the event please email jon.webb@gaintheory.com

With a global partnership in place between The Marketing Society and Gain Theory, we strive to empower marketers to be braver, bolder, faster and smarter.

The Marketing Society is a global network of senior marketers that aims to inspire bolder marketing amongst their senior client-side marketer membership. Client-side members come from top global and local brands including Diageo, Unilever, Samsung, HSBC, Disney and many more. The Marketing Society and Gain Theory have co-hosted a successful luncheon and dinner this past year where senior marketers gathered to discuss the challenges and pain points they face as well as how to be brave with marketing effectiveness.

With the official US launch approaching, we are kicking it off with an exclusive invitation-only cocktail party on September 26th at The Attic Rooftop Lounge in New York. This event will bring together top CMOs to discover what we have proposed for the future, including a program of world-class events.

In addition, we are co-hosting a Leadership Lunch with Dr. Thomas Graham, senior VP of strategic alliances, partner at Northwell Health and former Chief Innovation Officer, on September 28th.  An intimate group of senior CMOs, including HSBC, Samsung and many more, will gather to celebrate our launch, listen to lessons from a renowned surgeon who has lead innovation in the medical field, as well as lessons we can learn as marketers.

If you are a senior client-side marketer and want to attend any of these events, please email Elisa Wong (elisa.wong@gaintheory.com)

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