Post by account_disabled on Nov 29, 2023 10:38:06 GMT
I don't apologize for that. Impact and measurement across the customer lifecycle Finally, in addition to our technical creativity and promotional capabilities, we need to double down on our ability to impact and measure customer behavior across the customer lifecycle. We’ve all heard (or even have) search experts stand on stage talking about the measurability of numbers. Sometimes they go a step further and make off-the-cuff comments about how you can't measure television. Does anyone really believe it? Does anyone think Procter & Gamble or Unilever really waste half the money they spend.
One of the most exciting talks I've ever attended was a few years ago at Ogilvy where a Phone Number List speaker talked about the econometric model they used to measure P&G's efforts. The key is of sale, coupon codes, TV and other online advertising to understand what makes them money. They are good at it, but expensive. Things in our industry are cheap by comparison. It’s not good enough yet, but it can be done if we work hard and invest. Remember what I didn’t say: I didn’t say television was dead. I'm not saying search is dead.
I said our crazy blend of technical creativity, promotional prowess and measurement skills would be the skill set to build the biggest brands of tomorrow. And for the most important topic to most viewers, it will also be your ranking in. Advertising is a billion-dollar-a-year industry, but it’s struggling to understand its place in the digital world.
One of the most exciting talks I've ever attended was a few years ago at Ogilvy where a Phone Number List speaker talked about the econometric model they used to measure P&G's efforts. The key is of sale, coupon codes, TV and other online advertising to understand what makes them money. They are good at it, but expensive. Things in our industry are cheap by comparison. It’s not good enough yet, but it can be done if we work hard and invest. Remember what I didn’t say: I didn’t say television was dead. I'm not saying search is dead.
I said our crazy blend of technical creativity, promotional prowess and measurement skills would be the skill set to build the biggest brands of tomorrow. And for the most important topic to most viewers, it will also be your ranking in. Advertising is a billion-dollar-a-year industry, but it’s struggling to understand its place in the digital world.