Measurement That’s Just Right

Lift. Multi-touch Attribution. Marketing Mix. There is plenty of industry buzz right now around the need for more unified marketing and media measurement, but confusion remains around what that means exactly. The big question marketers continue to grapple with is how the nature of consumer behavior, such as offline conversions and in-store conditions, impact a holistic model that provides the complete view needed to improve campaigns and accurately measure ROI.

During this webinar, you’ll learn:

• The challenges facing marketers when trying to integrate insights from each measurement method and how to overcome them.
• A practitioner point of view on how to best use each method.
• The roles that each measurement type play in the marketer’s toolbox, and how they can provide a complete approach to marketing measurement.

*Some of the content from this presentation was shared during the 2019 IRI Growth Summit.

Speakers:

Ethan Rapp, Vice President, Insights and Strategy, News America Marketing
Vijoy Gopalakrishnan, Principal, Media Center of Excellence, IRI