We hope you can join us for our next Marketing Procurement Online meeting on 29 September from 2pm to 3pm, where we'll explore how organisations can create a shared language of performance that informs better investment decisions.
Marketing Effectiveness in Practice: From Data to Decisions
Marketing leaders are under increasing pressure to demonstrate the value of their investments, yet many organisations still struggle with fragmented data, competing measurement methodologies and conflicting performance narratives.
In this session, Ekimetrics will explore how we can move from disconnected metrics to more confident, evidence-based decision making. They will be joined on the webinar by Veronique Scholesslen, Finance Director at Campari. Veronique will bring a practical perspective for both finance and commercial, with broad experience across marketing, procurement, insights, brands, agencies and measurement.
The session will draw on insights from the latest guide, A Marketer's Guide to Marketing Measurement: From Data to Decisions, and will explain why no single measurement solution can answer every business question and how leading organisations are combining Marketing Mix Modelling (MMM), attribution, experimentation and brand measurement to build a more complete view of performance.
Attendees will learn:
- Why modern marketing measurement requires multiple methodologies rather than a single source of truth.
- How MMM, attribution, experimentation and brand tracking work together.
- How to build a common language of performance across marketing, finance, procurement and agency partners.
- Practical steps to improve measurement maturity and maximise the value of marketing investment.
Email markw@isba.org.uk to book your place.