Structuring for effectiveness
This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.
A quick Google search for ‘What is Marketing Effectiveness?’ throws up a plethora of definitions that either hone straight in on effectiveness capabilities (marketing mix modelling, digital attribution, etc), measuring paid digital marketing activity, or the contribution of marketing to business performance. ‘Marketing effectiveness’ is of course a mixture of all of those three definitions, but it should primarily focus on the latter; that’s where the value is.
It is this all-encompassing view which differentiates marketing...