About this event

Grace Kite isn’t our normal marketing expert but that’s because she approaches things differently. She’s a business economist and founder of magic numbers as well as magic works. And she’s sharing her economic insights into when marketers should start investing in brand as well as performance marketing.

It’s a tricky balancing out but one that Grace points out can be executed seamlessly when approaching it from a numbers perspective.

Grace will be covering:

Time to change

• Setting the scene for smaller businesses

• Demand Pools Model

• The pool and how to avoid problems

What if there is resistance?

• Demand building is for the performance marketing team too

• Demand building makes your search work better

Is brand the only way?

• How to get off the plateau

About the speaker

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 focuses on 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.