Building on a new white paper on measurement strategy published at #EffWeek 2018, our panel debated the right way to measure marketing effectiveness and the challenges in the way of getting it right.
There were some interesting similarities between marketers from three very different organisations. For global brands, Sky and Pepsico, the first challenge they had was condensing down the many metrics used across their companies. The original number cited by Aji from Sky was high enough to draw a gasp from the audience.
Start as you mean to go on - organisations need to have the emotional and political fuel to start and stay on course for the Marketing Effectiveness journey if they want to create a bestin-class strategy. This includes having the willpower, motivation and desire, as well as the ability to collaborate.