Gain Theory has a global partnership in place with EffWorks an initiative led by the IPA that champions marketing effectiveness measurement, culture & best practice.

Client side brands involved include Diageo, Jaguar Land Rover, Telfonica, Mondelez, Lego, Kraft Heinz, Unilever, Samsung + many more; alongside industry associations such as 4A’s, IAB and CAA ; and media giants such as Google and facebook.

As an unbiased direct-to-client consultancy that champions marketing effectiveness, Gain Theory’s involvement with EffWorks is to drive high value content and conversations that shape thinking around client challenges, measurement strategies and actionable insights that have a positive impact on the bottom line.

In line with this, Gain Theory has led the creation of a green paper entitled Marketing Measurement in the Digital Era. The paper was created in collaboration with Facebook, Google, Thinkbox, Royal Mail, Mondelez and folded in interviews with Dixons, Samsung, Direct Line and many more client side brands.

The green paper intends to provoke debate and act as the foundation to further research and best practice in 2018.

Key themes:

  • Marketing – definitions
  • Effectiveness
  • Metrics that Matter
  • Measurement Strategies: what good looks like
  • The Future
  • 6 Step Marketing Effectiveness Plan

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