Marketing Talk: Does advertising work? Evaluating long term impact of our marketing investments

Welcome back, marketers! We’re delighted to share that for the first time in Marketing Talk history, we’ll be hosting this event in-person and online!

To kick-off our inaugural hybrid meetup, we’ll be joined by Jeremy Horne (Founder & Director of Datacove) for his talk, ‘Does advertising work? Evaluating the long term impact of our marketing investments‘.

It’s the age-old question – does advertising really work? Do the billions of pounds spent on marketing each year drive people to buy products – or would they just buy them anyway? And even if it does work, what is the optimal mix of spend across online and offline platforms? At what level do we exhaust our consumer base and end up wasting money? What happens if we stop advertising? These are just some the questions econometric studies look to answer.

In partnership with independent media agency December19, Datacove built a model to unpick the impact of over £38M of media spend on over 300,000 digital accounting product sign-ups. It’s not just about the media though – they also used the model to assess the impact of factors outside of our control, for example advertising by competitors, covid-19 lockdowns and Brexit – all of this through building their own econometric modeller.

During this talk, Jeremy will take you through their approach and how their insight is being used to spend the advertising budget more efficiently – whilst still increasing the number of sign-ups!