Knowing the value of media

In this IPA report, Paul Sturgeon - our Head of Modelling & Advertising Effectiveness, along with Andrew J. Willshire - Data Analytics Director, Posterscope and Vic Davies - Senior Lecturer at Buckinghamshire New University, analyse how placing media at the heart of an organisation can drive step-changes in corporate behaviour and performance. Harnessed correctly through observation, interpretation and response, the authors use case studies to outline how the data can not only can be used as a tool for messaging and listening to consumers, but that it now allows many other functions including as a sales channel, a tool for market research, product design, dynamic pricing and demand forecasting. This creates the conditions for top-line growth, the long-term development of the organisation and can drive shareholder value. 

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