The multiplicity of goals and KPIs in the advertising industry distracts us all from what matters most, says Waseem Afzal
You receive a client brief. Your multi-disciplinary teams collaborate to produce an integrated media recommendation that transcends screens with bespoke content at the crux, along with a channel-specific measurement plan. You believe you have followed best practice to the last detail, yet you may well have just missed a trick.
If there is one thing technology is doing, it is complicating our landscape and raising challenging questions on how we measure results across platforms and screens. The absence of a single-metric measurement framework is certainly keeping marketers
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