Marketing frameworks for a digital-first world

The WARC Podcast · May 5, 2026 · 48m

Effectiveness expert James Hankins joins the pod to analyse influential ideas in marketing effectiveness, including the Hankins hexagon, share of search, digital availability, and the gravity of e-commerce. Hosted by WARC's David Tiltman.

Guests:

James Hankins, Independent Marketing Consultant

David Tiltman, Chief Content Officer, WARC

Chapters:

00:00 – Intro: Effectiveness frameworks on The WARC Podcast

02:10 – What is share of search?

04:56 – Origins of Share of Search: Paul Dyson, Byron Sharp and Early Experiments

08:46 – Is Share of Search Predictive? Limits, Validation and Category…