1、MakingeffectvenessworkOctober 2024ForewordGetting measurement right is more important than ever.Decision makers are constantly bombarded with data often conflicting,and rarely free from interpretation.For all of us marketeers and effectiveness professionals understanding,interpreting,and proving wha

2、t works is crucial.But measurement is more than just tracking numbers its about uncovering insights and using them to make smarter decisions.This paper takes an honest,learning-focused look at measurement,enabling us to be straightforward with our stakeholders and build trust in the work.Seeing effe

3、ctiveness principles laid out so clearly,yet thoughtfully,pushes me,and hopefully you to ask better questions,explore new methods,and triangulate with existing knowledge.To me running an effectiveness team means going beyond the easy answers and instead finding the right ones.Its crucial to take the

4、 time to check that our findings align with reality,not just whats convenient.At the same time,we cant forget the people behind the data.Building a culture of effectiveness means fostering open communication,collaboration,and a mindset of continuous learning.Its not just about chasing metrics its ab

5、out making sure the whole team is working together to drive real,lasting results.Sharing successes and best practices through papers like this,is a perfect example of how to make effectiveness work.Having set up a marketing effectiveness team from scratch,I can honestly say that if Id had this on ha

6、nd from the start,it would have made my role much easier!NadyaOchirova Marketing Effectiveness Director,SageMaking effectiveness work|IPA|2 Back to contents pageAuthorsSimeon DuckworthSimeon has nearly 30 years experience leading analytics and strategy teams in creative and media agencies.He has wor