marketing effectiveness

ISBA has signed a long-term strategic partnership with auditing firm Ebiquity as it looks to improve industry standards around marketing effectiveness and attribution.

The two bodies will work on a number of projects, the first of which will see Ebiquity undertake an assessment of the various effectiveness models in the marketplace. The study will aim to reveal insights, educate ISBA members and raise industry standards, with the hope that can improve marketing’s accountability.

Much of the work will be undertaken by ISBA’s insight and effectiveness steering group, chaired by Mondelez’s Matt Stockbridge. Ebiquity is one of a small number of partnerships ISBA has established to drive forward its agenda, with marketing effectiveness a key area of focus.

Phil Smith, ISBA’s director general, says: “Improving effectiveness and ROI for…