Topic: Measurement & ROI

Agenda:

INTRODUCTIONS & UPDATES (5 minutes)

TURBO CHARGING YOUR GLOBAL MEDIA MEASUREMENT & ROI (20 minutes)
PepsiCo has been working on gaining a more holistic picture of its marketing, and its impact, by investing in new tools, technology and organizational change. In this session Atin Kulkarni (Sr Dir, Global Media and Consumer Data, PepsiCo) will share some learning picked-up from the development of PepsiCo’s global measurement programme, with a focus on how their ‘ROI Engine’ has transformed how they measure.

BUILDING A GLOBAL MEDIA MEASUREMENT PLAYBOOK (15 minutes)
Traci Spiegelman (VP Global Media, Mastercard) will share examples and learning from Mastercard’s measurement playbook, which seeks to standardise how digital media is measured globally.

Q&A WITH PEPSICO & MASTERCARD (10 minutes)

WORKING SESSION: DEVELOPING YOUR MEDIA MEASUREMENT FRAMEWORK (30 minutes)
With multiple departments involved in coordinating marketing activities across multiple channels and platforms, WFA often hears members callout the need for frameworks which help teams to work together, while enabling them to speak the same language.

Specifically, (media) measurement frameworks can add value by laddering up marketing and media metrics to business or brand objectives.

In this working session we will consider what makes a successful measurement framework and how members are aligning KPIs and metrics with business objectives.

WRAP-UP & AOB (5 minutes)

10am - 11.30am New York | 3pm - 4.30pm London | Other timezones

This Forum is for WFA Members only.