B - Can I Measure Everything?

Marketing desperately wants to be a measurement business. But the days of one research org and linear television are dead. In its place are many walled gardens, retail media networks and a LumaScape Industry map that has 5xed in size over the past decade. And the C-Suite wants more measurement and more certainty. Marketers want to invest in brand equity, innovate, and experiment. If you want to improve your measurement communication skills and practices this is the session for you.