Research & Studies

  • 18 Apr Econometric studies measure the sales impact of YouTube

    Data2Decisions has released the findings of econometric studies to measure the sales impact of YouTube advertising. One of six third-party data analysis companies involved in the research for Google, Data2Decisions conducted its studies across a range of brands in the UK, US, Canada and Australia using Market Mix Modelling and Ecosystem......

  • 01 Oct 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......

  • 01 Sep 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......

  • 04 Feb 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......

  • 20 Mar Paid, owned and earned – television’s influence calculated

    Brands want to be talked about; they want to become household names. But what does word of mouth do and, crucially, where does it come from? This econometric study by Data2Decisions for Thinkbox analysed the intricate paid, owned and earned relationship for the first time......