Building Sustainable Measurement Frameworks
Whilst marketing has become infinitely more measurable, the question of what and, with the retirement of the third-party cookie, how to measure has become increasingly complex. Marketers are seeking harmonized definitions, measures, and metrics across three areas of ad effectiveness measurement; Media (improve delivery), Brand (impact brand), and Sales Effectiveness (increase sales), to assess marketing effectiveness across all media channels.
Most marketers now agree there is no single measurement methodology and no killer KPI to answer all needs. Instead, a measurement framework is required with a suite of methodologies and KPIs that monitor short and long-term success. This session discusses the steps in creating a sustainable and holistic marketing measurement strategy using methodologies across all three areas that can weather business and technology change and provide robust cross-media evaluation including insight into new media formats such as DOOH and Connected Television (CTV).
Time: 9:40 – 10:15am AEST
- Gai Le Roy, CEO, IAB Australia (Moderator)
- Angelina Eng, VP of Measurement & Attribution, IAB Tech Lab
- Imran Masood, Country Manager, ANZ, DoubleVerify
- Paul Sinkinson, Managing Director, Analytic Partners
Register for the event here.
Reach out to Events@DoubleVerify.com to connect with us.