Marketers tell us what their favourite metric is for campaign measurement.
Campaign measurement is the bread and butter for marketers, and it’s how they determine what is working, what needs improvement, and how they need to work.
But, not everyone measures success in the same way. Metrics differ from team to team, and there’s a fierce debate around which are best. There’s no better place for marketers to argue their case than at the biggest marketing festival of the year: Cannes Lions.
With this in mind, the question on day four was: What is the one metric you are obsessed with right now to prove campaigns actually work?
We spoke to Catalina Salazar, global director of retail media for Wolt; Kate Scott-Dawkins, global president of business intelligence for WPP Media; Jonathan Haines, managing director for EMEA at Equativ; as well as Jennifer Cho, chief customer officer at CreatorIQ.
