THE 3RD AGE OF EFFECTIVENESS
Grace Kite
THE 3RD AGE OF EFFECTIVENESS
We’re entering a new era - one where the best understanding about things have always worked are being blended with new ways of doing things, and the evidence suggests things are beginning to work better as a result. In this talk, Grace will show evidence that returns to advertising are now on the up and that it's being driven by online ads. She'll also unpack why we've now reached the 3rd age, digging into different ways we've learnt to use the new tools well. The conclusion is a positive one, we're good at learning in marketing and the future looks bright.
Grace is a business economist who’s worked on hundreds of MMM projects, learning about how to get growth in different categories, and coaching marketing people on how to put their numbers to good use and tell stories that enable change. In 2010 Grace founded Magic Numbers which does analytics and econometrics in a way that’s human and down to earth but always bang on and bang up to date. In 2023 she founded Magic Works, which offers practical no-nonsense, training on what works in marketing and how to convince stakeholders to do the right thing. Grace is a columnist at Marketing Week and WARC, and a regular speaker on marketing effectiveness. She has a PhD in Economics, 14 IPA Effectiveness award winners, including the Grand Prix in 2022, and was chair of technical judges in 2020 and 2022.
