1、Measurement and Targeting Unplugged:The Symphony of Strategy with Unified Marketing MeasurementCarl Carter,SVP Media&Analytics,EMEA,CircanaDimitris Dimopolous,VP-Regional Analytics,CircanaConstantinos Kotopoulos,ACE Managing Director,CircanaCircana|Measurement and Targeting Unplugged|Page 2Measureme

2、nt and TargetingUnpluggedThe Challengeprovides a strategic view across investment channels in the short and long term,it fails to provide more frequent and tactical reads of incrementality experiments.Data complexity,data silos,and inconsistent metrics make it difficult to accurately measure marketi

3、ng impact to optimize marketing strategies.Not all industry verticals or categories are the same.Different verticals,brands,and sub-brands have different needs and therefore reliance and use of each methodology varies.Factors such as privacy regulations,data granularity,speed to insight,accuracy lev

4、els,cost and depth of insight,as well as the stakeholder use all influence approaches employed.The ever-evolving media and advertising landscape adds to the complexity of effectively measuring marketing performance and making informed decisions.Capitalizing on in-market,short-term demand versus buil

5、ding the brand,coupled with the advent of retail media networks,is leaving measurement practices out of tune.Privacy changes with 3P cookies,Apples ATT/ITP,and loss of device signals in general make attribution harder,creating a gap in speed of media performance visibility.Fragmented insights and in

6、consistent adoption of from different measurement like Marketing Mix Modeling(MMM),incrementality experiments(Lift),and Multi-touch Attribution(MTA)compete for sound.Where MMM MEDIACircana|Measurement and Targeting Unplugged|Page 3How Unified Marketing Measurement creates a harmonious melodyMEDIALik