An introduction to marketing evaluation
What will participants learn/achieve?
A non-technical overview of different types of marketing evaluation
Who is it for? Career Stage?
For brand managers, client-side marketers, and those commissioning campaigns
What is the course’s USP?
Know how to evaluate campaigns!
17 November 2021,9.30am - 1pm
Dr. Grace Kite
This price does not include membership.
Marketer Pathways Competencies
- Marketing Campaigns
- Customer Centricity
- Action & Results
- Commercial Awareness
- Project Management
- Organisational Awareness
- Planning & Prioritisation
- Negotiation Skills
Economist and Founder of Magic Numbers
With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.
She has a blend of human and commercial skills you rarely see in data people. It enables her to work with marketing people to put their numbers to good use and to tell stories that enable change. She build partnerships as well as models, and as a result her findings have real commercial impact.
Grace is columnist at marketing week and WARC, and a regular speaker on marketing effectiveness. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’.
After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded Gracious Economics.
Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards.
“Working with Grace… has been one of the most rewarding things we’ve done this year. [Her team] really understood our business, supported us in gathering the data, and then worked hand-in-hand to make sure we ended up with a model that the whole organisation would recognise and understand. I can’t recommend her highly enough.”
Ross Farquhar, CMO, Wagamama
“Grace and the team have been fantastic partners… [her] insightful results will now play a vital role at the heart of our marketing planning.”
Paul Ridsdale, Director of Viewer Marketing, ITV