In an attempt to lift the lid on the “secret sauce” of scientific media buying and give marketers the tools to talk the language of CFOs and CEOs Atomic 212° founding partners Claire Fenner (main photo) and James Dixon (pictured below) have co-authored a new book, How to do Effective Media: Media planning as a science.
The book launched today and explores the systemisation of media for increasing ROI and deep dives into the guiding principles and practices of media buying, focusing on the importance of deploying a scientific process of hypothesis, test, learn, document, repeat.
Targeted at marketers in charge of a media budget and their agencies, the publication explores concepts that are typically the well-guarded IP of media buying professionals, and provides practical tips and guidance, anchored in well-established scientific theory.
One of the central propositions explored is shifting the perceived value of marketing from a cost centre to a growth centre within businesses. The book provides a framework to help marketers and marketing teams build these capabilities and how to engage in conversations that will help change the dynamics between finance and marketing within businesses.
James Dixon said, “I see enormous pressure on marketing teams. This coupled with the need for more alignment of the CMO and the CSuite, compelled Claire and I to write up a system that can be embraced by all seats at that table.
“The Effective Media System (EMS) is characterised by three fundamental elements, providing a system to get more ROI from media. The premise is to test and measure media within a scientific system. This is nothing new or groundbreaking, however businesses are typically too micro focused to implement a project that will ultimately bring clarity and alignment on marketing as a growth engine.”
Claire Fenner added, “In our experience, while many marketers are already implementing some of these elements, the majority don’t apply these principles systematically, which diminishes their understanding of what drives media effectiveness at a macro level for their business.
“There are three fundamental elements of the Effective Media System: a united team, a scientific approach and measurement through statistical analysis and modelling, ” she adds.
“While digital marketing often uses this framework, we don’t see this approach across broadcast media. Also, while there is an appetite for testing within digital, we are predominately seeing micro comparisons, making it difficult to see the forest from the trees.
“By looking at marketing on a holistic level and by implementing a series of models and tests, we can start to see the emergence of effective media levers, showing the effectiveness of different channels and tactics within the media ecosystem. Without these parameters, you can’t quantify the impact on business outcomes.”
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