a tv playbook for online brands in Canada
Dr. Grace Kite & Sarah Stallwood present a brand-new econometric study, conducted by Magic Numbers, that tracked the effect of TV on a number of Canadian online businesses: The increase in website visits, the types of online journeys TV initiates, and the role TV plays in improving SEM outcomes. Be sure to watch this session for a collection of detailed Canadian case studies, and some advice from top marketers who have been through this journey.
DR. GRACE KITE
Founder & Economist, Magic Numbers
With more than 20 years’ experience, Dr. Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.
Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.
After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.
Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.
COO & Economist, Magic Numbers
As an economist with over 20 years experience, Sarah Stallwood has delivered econometric projects for worldwide brands, across all sectors. Across her career, Sarah has worked client side, within media agencies and in independent econometrics agencies. Her work has earned IPA, Marketing Week and Media Week awards for marketing effectiveness.
Sarah’s specialism comes from working with brands to help them integrate econometric insights and outcomes into their business strategy; understanding the impact of marketing and non-marketing factors and working to engage key stakeholders to use econometrics to drive growth.