Wednesday December 11, 2019

This Much I Know

Dave Winterlich, managing director of Carat, the media planning and buying specialist.

22nd February, 2015

Measurement is a good thing generally, I believe the onus lies on our industry to promote itself as an investment rather than a cost, to prove advertising efficacy. Placing too much emphasis on research is a bad thing if it limits agility or it means outputs become formulaic.

In relation to media metrics and measurement, the point of emphasis on evaluation is often incorrectly focused on the immediate, short term effect, ignoring the long-tail impact...

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