The Cogs of Marketing Effectiveness

How momentum creates compounding effects for brands


It is hard to grasp how all marketing metrics work together, the analogy of a wheel of cogs came to mind to explain the relationship between the different measurement elements. Some metrics you can move straight away but the big cogs will take time to see change over. The following is an explanation of the different cogs and how they all relate.

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is a marketing effectiveness specialist for IAG Australia. She previously worked as a Research Associate at the Ehrenberg-Bass Institute.


is a marketing effectiveness consultant, working with brands to prove laws of growth with the brands own data.


is a strategy consultant who works with brands and agencies to create world class integrated campaigns.