Search articles

11 search results for: planning and measurement

News & Blogs

What makes people happy to buy your stuff?

Post previewimage s520x0 q60 noupscale
Here at Initiative we’ve developed a unique new tool called Decision Trees. Decision Trees can help our clients uncover the important, but hidden, factors that influence a customer’s path to purchase. These factors determine whether or not a purchase is ultimately a success and is measured by metrics such as the chances of a repeat purchase and recommendation. Our friends in Mediabrands Marketing Sciences worked with us to create Decision Trees using a mathematical technique known as classification and regression tree (CART) models. To demonstrate its power, we partnered with Respondi to survey 2000 British holiday-makers and short-break takers. Read more
News & Blogs

Newsworks Effectiveness Summit - Newsbrand Effectiveness

20160713 110337  av4j6dnatc s520x0 q60 noupscale
Speaking as someone relatively new to the world of media, attending the Newsworks Effectiveness Summit a few days ago provided me with a wide range of insights to the media landscape and how budgets should be apportioned to achieve the best ROI in multi-media packages. In order to understand the im… Read more
News & Blogs

New Year, Old Dichotomy: Is the ‘Brand Building-or-Direct-Response’ split a thing of the past?

False dichotomy 2 oneway s520x0 q60 noupscale
Why should we be forced to choose between Brand or Direct Response? It’s 2015 for goodness sake! For my money, this distinction should be used less and less to describe advertisers and their media behaviours. There are two reasons: first, almost all brand campaigns cut away at typically labelled d… Read more
Liam Loan-Lack
Liam Loan-Lack (former) Account Director