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3min chapter
New models for thinking about advertising: Live from the IPA
The WARC Podcast
Exploring the Collaborative Nature of Marketing Metrics
This chapter delves into the collaborative nature of various 'share of' metrics, like share of voice and share of attention, and their roles in marketing strategies. It emphasizes the need for a tailored analytical approach to optimize media planning and creativity, while also critiquing the data sources employed.
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