From Integration to Orchestration
Until now there has been no substantial analysis of how different models of organising and integrating marketing messages and media translate into business effectiveness. For the first time this IPA report addresses this, through a thorough analysis of over 250 IPA Effectiveness Awards case studies, entered over a seven-year period (2004-2010). With examples from Hovis, O2, Virgin Atlantic, HSBC, E4 Skins, Johnnie Walker and more.
The Art of Online Accountability and Science of Customer Centricity
In his second book, web analytics thought leader, Avinash Kaushik presents the next-generation framework of web analytics in this exciting book that will dramatically enhance the ability of your organization to think smart and move fast.
Avinash lays out specific strategies and execution models to evolve from simply leveraging clickstream tools to incorporating the insightful elixir of qualitative data, experimentation and testing, and competitive intelligence tools.
Integrer le developpement durable dans les métiers de la communication
comprehensive and accessible book written to help brands better understand and integrate sustainable development into their growth strategy.
This book provides comprehensive coverage of all issues including:
- the social and environmental impact of communication activities;
- expectations of advertisers, the greenwashing trap;
- processes to implement the core businesses.
Consumer trends and media behaviour
A collaborative work by Havas Media, Havas Digital and Euromedia France.
Media-Poche is a study of consumer trends and media behaviour in France over the past few years, with chapters dedicated to the evolution of advertising revenues, advertising investments, leading indicators and consumer profiles associated with press, television, radio, cinema, outdoor advertising, digital, direct marketing and sport & entertainment.