Editors Note

Demand Generation: what does your business need to achieve from an awareness and a perception point of view?
Demand Conversion: following up on generation of demand, what do you need to achieve when it comes to customer intent and sales?

HelloAnd welcome to the latest issue of the Gain Theory Insider, specially curated for Gain Theory people and our extended WPP family. Did you know that there is a long-term multiplier effect to advertising? In context of a bias towards short term metrics and activation, this is just one of the key findings from the research Gain Theory published as part of ProfitAbility study in the UK. More on this in this issue of the Insider.. At Gain Theory our passion lies in helping clients maximise their business outcomes by leveraging our story-telling consultants to deliver business change. And we thrive on working hard to solve the most complex business challenges.We also believe that creating best-in-class Marketing Effectiveness requires us to inspire our people, clients and the industry with leading edge initiatives and thought leadership.With that in mind, we have a fantastic issue of The Insider. Inside this issue:

Gain Theory’s 2018 Partnership with EffWorks & Measurement Whitepaper

Measuring the Long Term Effects of Advertising

Marketing Strategy has to be about Business Growth

GDPR: Leveraging the Marketing Opportunity

Customer Loyalty Case Study

Happy Reading!
Claudia Claudia Sestini
Global Marketing & Communications Officer