Making Effectiveness Work is a report written for the UK Institute of Practitioners in Advertising. Co-written by Simeon Duckworth, Neil Charles and Duncan Stoddard, it discusses how as data and advertising become ever more fragmented, a learning culture is essential to measuring marketing effectiveness. A learning culture reduces silos, empowers marketers and ultimately allows them to ask better questions. Crucially, it should be driven by a new Model-Experiment-Simulate-Implement (MESI) approach. Marketers should feel bullish about the approaches they have at their disposal to demonstrate value and very optimistic about measuring ad effectiveness. Despite this, there is no silver bullet and no approach can address all measurement challenges across strategic, campaign and tactical use cases. Most advertisers will need to stitch together multiple approaches and data sources, which is where a learning culture and MESI approach are vital.

Neil Charles launched Sequence Analytics in 2022, after over twenty years in marketing measurement and analysis. Previously, Neil headed a data science and technology team at MediaCom and he has experience across a range of businesses, having worked at the Nectar loyalty card, EMI Music, Mindshare and for the statistics consultancy Gain Theory.