News and insights

Explore how we data-driven approach transformed a global home furnishing leader's offline segmentation into actionable digital strategies, resulting in a €5M revenue increase and enhanced media impact.

Mental health is an integral part of our overall health. I spoke with Rebecca Vilday, the head of Choreograph's wellbeing employee resource group (ERG), on the experiences that inspired her to become an advocate and how we can continue to make Choreograph a place where people with mental health challenges feel safe and supported.

Companies with high digital maturity are twice as likely to grow their market share (1). This makes digital maturity an imperative for marketers. But faced with intensifying performance requirements, increasing privacy regulation, and non-stop technical innovation (not to mention a whole new world of AI opportunities), marketers are often challenged to advance their digital maturity.

Increasing ROAS & Decreasing CPA with Value Based Bidding for a Tech Client Not all interactions drive the same value for marketers. Our tech client wanted to identify their most profitable conversions and maximize returns on their media investment through more strategic bidding in paid search based on conversion value. Using our advanced data and tech expertise, we connected and analyzed the client’s historically siloed data sets to uncover consumer signals correlated to high-value conversions. Partnering with the brand’s media agency, these insights were activated through Value Based Bidding in SA360. We derived monetary values for conversions based on their individual business impact using advanced modeling techniques. This enabled Google’s bidding algorithms to work more strategically and ultimately drove significant improvements in ROAS and CPA.

It is becoming increasingly important to gain more granular insights into the effectiveness of each channel within social media. By understanding the true incremental value of each channel, businesses can make data-driven decisions on how to allocate their budgets and maximize their ROI. This highlights the need for robust measurement tools such as geographical experiments to provide businesses with the insights they need to establish priorities and stay ahead in a complex and ever-evolving digital landscape.

Experimentation is becoming a key talking point in the advertising industry.. Making incremental changes – rather than embarking on huge projects that take years to complete with no guarantees of success – is emerging as the way forward.

In recent years, many businesses have realized that cookies are not very reliable as a means of tracking and measuring the effectiveness of marketing campaigns. This is because cookies can be blocked by web browsers or deleted by users, making it difficult to accurately track the behavior of a specific group of users. Additionally, media platforms tend to under- or overestimate the performance of different media channels as they rely on last-click attribution rather than true causality measurement.

Spotify will be the first audio platform to be integrated directly into WPP’s products and solutions.

The Audience Origin Teenagers 2023 survey provides a glimpse not just into teenagers’ consumption, but their fundamental motivations and habits — crucial insights for businesses hoping to connect with the demographic.