With measurement always being on the Media Leaders Steering Group agenda, we dedicated this session to the subject. We were joined by Matt Andrew and Jan Gardner from Ekimetrics who explored the following questions with a view to delivering a guide to measurement that tackles the key organisational, commercial and analytical challenges media leaders face and how they can influence/make an impact in meeting them.
- What is your decision steering strategy and what is the emphasis on long-term impact vs. performance and campaign optimisation? What structures, processes, tools and skills are available to organisations to do that?
- What are the biggest challenges for you when it comes to measurement, media impact and effectiveness? What do you feel is a challenge for all vs. a challenge in your business?
- Where does insight and effectiveness sit organisationally? Who is responsible and/or accountable for the capability? And who for making sure it creates impact in media strategy and planning?
- What are the campaigns and activities you currently share as examples of marketing successes? What makes them successes for you?
- How do you balance the individual, human ambition of marketers with what is best for brands over the long-term?