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Hiba Faisal
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Moving beyond vanity metrics and maximising marketing ROI

Hiba Faisal
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Industry leaders from Unilever, Wego, Miral, and RAKTDA joined Campaign Middle East’s Breakfast Briefing: Talent and Technology 2025 to explore how AI, data analytics, and multi-touch attribution are transforming marketing strategies and redefining performance metrics.

Industry leaders from Unilever, Wego, Miral, and RAKTDA joined Campaign Middle East’s Breakfast Briefing: Talent and Technology 2025 to explore how AI, data analytics, and multi-touch attribution are transforming marketing strategies and redefining marketing ROI.

Panel 1 explored the challenge in distinguishing between vanity metrics and those that genuinely reflect marketing ROI and performance. In a landscape flooded with metrics, dashboards, and data, marketers must learn to identify what truly matters.

Campaign Middle East hosted its second event of 2025, Campaign Breakfast Briefing: Talent and Technology 2025, at The Metropolitan Hotel, Dubai Media City, on 11 April.

Organised by Motivate Media Group in partnership with EternityX, Fusion5 and Seedtag, the session brought together client-side marketers, agency experts, and adtech leaders to tackle the pressing issue of marketing measurement in a tech-driven world (photo gallery).
The first


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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