Data2Decisions

Data2Decisions launches in Australia

Data2Decisions, the global marketing effectiveness consultancy, has launched in Australia and will be managed in this market by Dentsu Aegis Network’s newly appointed Managing Director of Research, Data and Analytics, Clare Fernando.   Data2Decisions uses data, analytics and technology to help clients make more effective marketing decisions...

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Sustainable business – why brands need a purpose

Purpose is emerging as one of our industry's hottest topics and greatest challenges as we strive to better engage an increasingly discerning consumer. At Cannes Lions this year, everyone from Jamie Oliver to Pharrell Williams said unwavering purpose or intention was key to their success. Celebrities, non-profits and...

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Cannes Lions changes but can creativity be liberated by data?

By KARL WEAVER, former CEO, Data2Decisions   This year I’m really excited to be involved in the Cannes Advertising Festival as an advisor for the Creative Effectiveness Lions and also on a WARC panel talking about how creative effectiveness is changing.   Interestingly the Cannes organisers have changed the...

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New approach connects online and offline media evaluation

Data2Decisions has announced the launch of a new modelling approach, Total Attribution, across its global network to measure and optimise all media and quantify how media influences the consumer journey to drive sales.Total Attribution allows Data2Decisions to rigorously evaluate the whole media mix and help...

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Measuring paid, owned and earned complexity

The digital age has created a marketing ecosystem of Paid, Owned and Earned channels with activity in each impacting on the other. Measurement of this ecosystem requires the adaptation and connecting up of a range of existing tools. This report by Irina Pessin, Managing Partner for Data2Decisions in...

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The Top 10 Drivers of Profitable Advertising

The Top 10 Drivers of Profitable Advertising report was originally written in 2006 by Data2Decisions' founder Paul Dyson and former CEO Karl Weaver. It listed the 10 most significant factors impacting the profitability of media investments and was written to help clients focus on the...

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Data2Decisions launches in Spain

Data2Decisions has officially launched in Spain, one of many new offices opened this year as part of its global expansion.   After joining Dentsu Aegis Network in 2012, Data2Decisions has focused on internationalising the business to provide marketing effectiveness expertise on a global scale. Data2Decisions, established in...

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Building the case for long-term advertising

Like many investments made in business, the financial return on advertising isn’t always immediate. So advertisers put their faith in the ‘long-term’ benefit to justify the investment. But where is the evidence? Econometrics provides a compelling case for the positive long-term impact of advertising on...

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