by Ben Dudley
Ben Dudley, head of data modelling at Havas Media Group, implemented a two-pronged measurement solution to provide proof of digital newsbrand effectiveness.
Based on long-term econometric modelling , the analysis shows that newsbrand partnerships are an efficient channel for driving visits to Westfield and that the long-term partnership has increased returns over the three years 2014-2016.
The second study, analysing O2’s digital attribution model, shows newsbrands’ contribution to ROI on a high investment plan and isolates their specific strength in affecting the middle of consumer digital journeys.
