Brands have more measurement tools and data than ever before. Yet few are confident they can turn that evidence into better media investment decisions. Developed by WFA and Ebiquity, this handbook provides a practical framework for navigating today's complex measurement landscape and making more effective paid media decisions.
“Paid media advertising is a $1.15 trillion industry, the size of Switzerland's entire GDP, yet too much of that investment is still allocated based on vanity metrics and weak processes. This handbook gives marketers a practical system to turn spend into genuine growth and full commercial alignment across their business."
- Ruben Schreurs, Group CEO, Ebiquity
of advertisers already use MMM and brand lift studies
rate themselves strong at turning data into insight quickly
are fully confident separating short-term and long-term impact
expect budget decisions to become increasingly measurement-led
“The tools are there, the discipline is there, the coverage is there. Where marketers still struggle is to turn all those measurements into decisions that impact the business.”
- Sorin Patilinet, Global Marketing Effectiveness & Growth Strategies Innovation at PepsiCo
For more information or questions, please contact Tom Ashby at t.ashby@wfanet.org
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