Outputs from our face-to-face Marketing Procurement Group meeting where we took a deeper look at measurement and how advertisers measure and discuss performance throughout the internal organisation.
Agenda
The many forms of measurement, and how they underpin performance. (Ekimetrics)
We explored the various forms of measurement and the roles they play in informing business decisions, bringing you closer to the performance data that may be available in your business. Further reading can be found in this useful guide A Marketers Guide to Major Measurement Methods and Triangulation.
The drivers of media effectiveness (Ebiquity)
Ebiquity outlined the levers of marketing effectiveness and how they relate to agency incentives and target setting.
What are the factors that have the biggest impact on marketing ROI?
Who is really accountable for each factor that drives marketing success?
How does this impact agency incentives and target setting frameworks?
Google Ads, why don’t brands act on inefficiencies, despite being aware of them? (GOA)
Google ad spend is for many advertisers their largest media investment, so what opportunities exist for brands to manage this area more effectively?
Creative & Media Measurement: Managing Supplier Complexity (MediaSense)
“Creative Effectiveness is the new Media Effectiveness” How can you bring your creative and media closer together to drive greater marketing effectiveness? Further reading can be found in our document Managing Supplier Complexity.
Bringing Creative & Media Effectiveness together (MediaMonks)