Building capability and knowledge about full effect measurement is a critical success factor for marketers in today’s environment. However, as complexity increases, along with a proliferation of data, defining the journey to effectiveness is increasingly challenging. Delivering trusted and objective audience measurement is an essential role for the Joint Industry Currencies like JICMAIL, but in the surrounding noise, doubts over the validity and quality of exposure from low-cost digital inventory, arise. Attention has emerged as one of the industry’s hot topics, as brands ultimately compete for a share of people’s attention with an imperative to better understand its place on the journey to effectiveness.
At JICMAIL Conference 2023, hosted for a second year by PwC, we brought together practitioner leaders and experts who shared their views, provided practical steps to close the gaps in measurement and established an agenda for planning for attention with mail.
We explored the implications of our Attention study, ‘The Time We Spend With Mail’, and showcased more outstanding case studies using JICMAIL, featuring the latest test and learn approaches that attendees were able to take into their own work.
The presentations were recorded and are shared below:
