Dive into the industry's obsession with measurement and its impact on marketing strategies. Ruth Mortimer and Tony Miller explore the balance between data-driven decisions and creative brand building. This session discusses the pitfalls of over-measuring and offers insights into finding the right balance to enhance both brand and business outcomes. Learn how to prioritise meaningful metrics and avoid the trap of excessive measurement in your marketing efforts.

Speakers:

• Ruth Mortimer, Global President, Advertising Week
• Tony Miller, Non-Exec Board Chair, DMA

Takeaways:

• The pros and cons of extensive measurement in marketing.
• Finding the balance between data-driven strategies and creative brand building.
• Future trends in marketing measurement.

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