CMO: Kantar – Measuring what matters
Posted at h in Media & Digital, Talk, Think
The issue of measurement and metrics has become somewhat polarised in recent years, with a focus on what is ‘good’ or ‘bad’. In fact, rather than ‘either/or’ when it comes to measurement of campaigns, everyone should be concentrating on ‘and’ and bringing everything together. CMO’s Vanessa Mitchell speaks to Jane Ostler, our Global Head of Media.