Within the Measuring Marketing theme at this year’s IPA EffWorks Global 2023, one of the key topics under best practice measurement is driving growth through Owned Channels. This year’s paper brings a much welcomed focus on getting the basic ‘how-to’s right before we can fully appreciate then unlock the growth potential of the owned channels. This includes deriving a common understanding through a shared taxonomy across paid, owned and earned touchpoints and sharing thoughts around the new best practices required.

In this webinar, we discussed how owned channels should be represented and measured within effective measurement frameworks. What does good look like here? Are there example frameworks we can draw upon? What tools do we need for full effect paid and owned measurement?

Please click the image above to watch the webinar. 


Fiona Blades, Chief Experience Officer, MESH Experience 

Ian Gibbs, Director of Data Leadership and Learning, JICMAIL

Sally Dickerson, Chief Effectiveness Officer, OMG

Fiona Blades has been leading the Owned Channel topic within the Effectiveness Leaders Group and shared this discussion with Ian Gibbs who showcased practical measurement framework examples and discussed the trade-offs and priorities of inclusive measurement. Sally Dickerson is an industry leader in paid, owned and earned measurement and shared her experience and examples to help us move forward at pace.   

This session will help you take owned channel measurement forward with practical advice, approaches with tips and guidance from this expert group of industry leaders.  

This webinar is part of IPA EffWorks Global 2023

EffWorks Global provides unparalleled opportunities for brands and agencies to arm themselves with the knowledge needed to navigate Marketing Effectiveness, and improve business performance.

Kicking off with a one-day conference on 10 October, EffWorks Global will also feature a variety of satellite events from our Partner sponsors and agencies.

2023 Key Themes and Topics

  • Marketing Marketing - Developing the case for marketing and brand investment in the short, medium and long term, to internal and external stakeholders and the C-suite.
  • Managing Marketing - How day-to-day decision-making, and agency culture can strengthen the agency-client relationship and create the conditions for effective work.
  • Measuring Marketing - Delivering the best models, measurement strategy and guidance on tools and techniques, to predict, plan, monitor, direct and measure the impact of marketing activity.
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