Paid Media Effectiveness Handbook: From Measurement to Better Decisions

WFA’s Paid Media Effectiveness Handbook, developed with Ebiquity, sets out a practical framework for connecting business objectives to media KPIs, bringing together different measurement approaches and building an operating system that helps organisations make better investment decisions.
 

In this Remote Media Forum, Dr Nick Pugh (Chief Marketing Effectiveness Officer, Ebiquity) will unpack some of the key principles from the handbook and share lessons from the work that went into its creation. We’ll then hear from a contributing WFA member about how some of these principles translate into practice within a complex global organisation.
 

We’ll finish with an open discussion under the Chatham House Rule, considering some of the questions in the Handbook:

• When is the evidence good enough to act?
• What do you do when measurement approaches disagree?
• How do you become comfortable with diverging methodologies?

We’ll invite Media Forum members to share perspectives which might offer practical lessons for navigating these questions.

2:00 - 3:00 pm London |  9:00 - 10:00 am New York | Other time zones.

This webinar is open to:

• WFA members
• Brand members of WFA National Advertiser Associations

This webinar will be recorded