magic numbers

It’s a MASSIVE milestone. As of this week magic numbers and magic works are no longer just plucky start-ups, we’re now part of a bigger company. Our new parent is Analytic Partners. They're a top-quality specialist in econometrics and related number crunching. Based in the US, they work with epic clients like McDonalds and Hilton. If you know Dr Grace Kite well, you’ll know she didn’t make this decision lightly… the two types of magic are very precious, and she completely geeked-out finding a good company to team up with. Here’s the top 3 reasons AP were the right answer: 1. AP put "partners" in their brand name because, like us, they put customers' people first. 2. They're committed to top quality, super-reliable analysis. Like us, they're independent. 3. They've invested millions into brilliant tech for always-on decision-making. Now we'll be able to offer that too. If you already work with us, you won’t see any change in the day-to-day. Our brand, business, team and business relationships will all go on. But it is the start of a new stretch of road. The picture is of Dr Grace Kite with AP's brilliant founder, Nancy Smith, just one of many new friendships that are blooming.

Great to see our students gaining confidence in their ability with data analysing and presenting from our course Data Works! 🚩Next intake is 8th October, link in comments for more info or chat to Imogen Howard for questions or group bookings via [email protected]

Another student completing our "how to use" guide for marketing data, our course Data Works. Well done Martí! The next intake for Data Works is 8th October. Link in comments to read more and sign up. Drop Imogen Howard a message for group bookings or questions via [email protected]. #marketing #training #data

You've read that attribution isn't that reliable.   But what to do instead? You know you want the type of online media that's going to drive growth. But where to find it?   You've read that attribution isn't that reliable.   But what to do instead? You know you want the type of online media that's going to drive growth. But where to find it?   This chart is from Dr Grace Kite's course for scaling up a business big or small. It shares the secrets that she and the other magic numbers analysts know from evaluating real trials or marketing done recently by people like you.   The chart shows that social is more likely to drive growth when:   • It's got some new-ness. When it finds people who didn't already know you, and features products you aren't already famous for. • It's a video. Static ads are easier to scroll past and easier to forget. They remind people who are already thinking of you, but less often change people's minds • It targets video views or reach. If you choose objective clicks, you more often get people clicking who are using your ad as a navigational tool.   The course includes benchmarks like this for paid search, affiliates, display and more. And it includes how to use research to move away from benchmarks and into a view like this for your own business.   The payoff is that you can save money by focussing your online budget on buys that are incremental or signposts that are really needed and not waste a penny.   If you're in an online business that's thinking about these issues and the right balance between brand and performance, the course is for you. The next run through starts on 15th October.   🚩Find out more and sign up here: https://lnkd.in/e9h5H3vy, or contact Imogen Howard via [email protected] for group bookings or questions.   If you’re interested in analytics or consultancy, drop Dr Grace Kite a message. #marketing #data #training

Great to see students receiving their Data Works certificates - congratulations Albert! Next intake for Data Works, the “how to use” guide for marketing data is 8th October. Link in comments to read more. Drop Imogen Howard a message for group bookings or questions via [email protected].

Bar charts are the bazooka of data communication.   It’s because they’re the easiest way to understand data. The first chart kids get taught at school. But it’s easy to muffle the effect by making them look complicated, even when they’re simple.   Take this one from Dr Grace Kite's 2021 presentation for the IPA (Institute of Practitioners in Advertising). We’re looking at average return on investment from advertising by size of business.   This is a fabulous piece of data. Business size is the most important determinant of advertising ROI, so this chart is one you can refer to forever, to see if your ROI is better or worse than it should be.   But the starting chart is a mess. There’s way too much going on. A lot of “ink on the page” doesn’t add anything to the reader’s comprehension of the central point.   ✂️First step is a FIERCE declutter. Remove the background, legend, axis labels and funky bar formatting.   And then add stuff. Put data labels on the bars and write what you want the reader to see in the title and annotation.   Tada! It’s now a killer chart worth a book mark for any marketing professional.   It’s one thing building the killer chart, but communicating it for change is another. Our next intake for our course Data Works is 8th October and covers all this and more.   It's all about numbers. What marketing people should do with them, how to do it, and how to make people listen.   🚩Read more and sign up here: https://lnkd.in/evkgPgnu or email Imogen Howard via [email protected] for group bookings or questions.   If you’re interested in analytics or consultancy, drop Dr Grace Kite a message. #marketing #data #training

Tomorrow Dr Grace Kite, Bridget Angear and Tom Firth will be chatting through their Cannes presentation. They'll cover some of the new frontiers of effectiveness thinking, including: • Advertising as pricing power • The effectiveness of humour • How planet, people and profit co-exist: managing the ‘triple P’ dashboard On 16th July, 10-11am BST, it's hosted by IPA (Institute of Practitioners in Advertising) and is free to sign up via link in comments. With an opportunity to ask questions at the end of the session, it's not one to miss!

Is effective marketing like playing chess? Dr Grace Kite thinks so.   It’s something she explains in a brilliant conversation with Edward Cotton Chief Strategy Officer – CMOs and marketing directors should lay down a strategy, and then use measurement to check that it’s working and stay on course.   The conversation also covered: • How marketers sometimes stray too far into simply reacting to every bit of data that comes their way • The ever-expanding role of retail media • The challenges that performance focussed businesses encounter when adopting brand building • The importance of story telling with data   Highly recommended if you want to think big picture while staring out the train window, or walking the dog.   And, if you want to learn more about getting the right mix of performance and brand, or data story-telling, check out Grace’s two courses at magic works. 🚩Link in comments, or for group bookings or questions, drop Imogen Howard a message.

Communicating data well creates change. It really does.   The Long and the Short of It is famous, much quoted, and talked about. But what not many people know is that it actually changed behaviour in a big way.   The chart shows an indicator of short-termism in advertising planning. Up until 2013 when TLATSOI was published short-termism growing fast.   But afterwards, slowly, one advertiser at a time, we changed the planning horizon. The indicator of short-termism had a turning point and began to fall. It’s down a whole 10 percentage points since its 2014 peak!   It’s because of the stonking work done by the authors and publishers Les Binet, Peter Field, and IPA.   📈But it’s also because TLATSOI had a killer chart – the yellow and orange one with steps and spikes - and a killer stat – 60% brand, 40% activation.   A good bit of data, communicated well is powerful. It can absolutely bring change. Good change. Progress.   And you don’t have to be a super hero like Les Binet and Peter Field either. If you want to be able to make killer charts and stats that make change happen in your organisation you can learn on our Data Works course, next intake 8th October.   It's all about numbers. What marketing people should do with them, how to do it, and how to make people listen.   🚩Link in the comments or email Imogen Howard via [email protected] for group bookings or questions.   If you’re interested in analytics or consultancy, drop Dr Grace Kite a message. #marketing #data #training

Next week, we are running a free webinar exploring the latest trends impacting the creative community and brand-building landscape. If you couldn't see the session in Cannes last month don't miss your chance to join Dr Grace Kite, Tom Firth and Bridget Angear as they look at some of the new frontiers of effectiveness thinking: https://lnkd.in/d9NkyzFS