Cannes Wrap30th Jun 2023
Redefining Measurement & Optimisation
The Cannes Essentials - Redefining Measurement & Optimisation for the next Era of Marketing
What gets measured matters, but the challenge is to make sure brands and their agency partners are measuring the right things.
We heard from Mars, Uber, DoubleVerify and Choreograph as they sought to identify the right mix of metrics to drive today’s businesses forward.
Ron Amran, Senior Director, Global Media, Mars, said the company took a three-tiered approach with attention metrics, brand health metrics and real-time measurement, looking for metrics close to business impact, such as sales lift studies with attention metrics.
The standardisation of attention metrics means it makes sense to have lots of different options and test multiple vendors, “Attention is a powerful measure, if it lives up to the room,” he said.
Steve Mougis, Chief Revenue Officer at DoubleVerify, said what matters is to figure out what the signals are that matter to each brand.
Dorothy Ann Advincula, Global Measurement & Insights Lead at Uber Advertising, argued that the definition of attention is key. “Not all attention is good attention - and the question is ‘how do we quantify that’?” she noted.
The answer for Steve was a multi format measurement approach, to view it as a cocktail of attention signals and noting every brand is different.
They have to take all the different signals and work from there.