At Adwanted's The Future of Media, Ian Gibbs and Chris Love, Head of Marketing Performance & Econometrics, Virgin Media 02, showed how to build an effective marketing measurement framework that everyone can use. 

In this 3.0 era of media, the imperative is to continuously improve the outcomes from marketing investment. To do that, expertise in effectiveness supported by intelligent measurement frameworks becomes absolutely essential.

But what does good look like? Where do attention measures fit in? And all too often, whilst we know what we should do, expediency throws out our best laid plans for a fuller picture of effect.

But best practice measurement using industry frameworks is not as complicated as it might sound.

In this session, Ian and Chris walked through the building blocks for such a framework across all channels, both physical and digital, moving from campaign and brand metrics to business effects in a campaign scenario. Then collectively, everyone in the session participated in populating a best practice framework for this example, defining a set of priority test and learns and completing the session with a draft measurement framework.

Click the image above to watch a recording of this informative session.             

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