In this session...
One of the longstanding industry challenges is to provide marketers the ability to run advertising effectiveness measurement at will, on demand. Instead, there is a material lag from when you commission the study to when you can read the campaign. Why is this material? Because, if your objective is to maximize return on ad spend then in-flight optimization (IFO) is critical and on-demand measurement is key to timely IFO.
IRI, Google, Sam’s Club, Nestle-Starbucks and Annalect will discuss the merits of such a solution that will meet this need through a completely automated on-demand measurement for offline sales lift and matched market studies.
What You'll Learn from This Session...
- Measurement on Demand is the future vs manual measurement due to the attractiveness of in-flight optimization
- We see a strong reception in the market for faster, better, and cheaper forms of measurement.
- Connecting advertising effectiveness to bottom of the funnel metrics such as purchase behavior is becoming de rigueur just as it is for top of the funnel metrics