In this episode sponsored by Comscore, Molly Seymour, Campaign Measurement Manager at Ford Motor Company, discusses the complexities of media measurement from a brand's perspective. She emphasizes the importance of tailored KPIs for different media channels, likening them to various types of vehicles. The conversation explores how Ford optimizes campaigns in real-time, ensuring data reliability and transparency, and highlights the evolving landscape of media measurement, particularly with the integration of AI.
Takeaways
The dashboard indicators for media measurement vary by channel.
Impressions alone do not guarantee effective engagement.
Each media channel requires a unique optimization KPI.
Social media can be likened to a sports car in terms of engagement.
Monthly reports help assess campaign performance over time.
Attitudinal studies are crucial for understanding brand perception.
Data testing ensures the reliability of new partners' metrics.
Large companies often move slower in adopting new measurement strategies.
AI can help synthesize insights from multiple data sources.
Modernizing measurement is key to staying competitive in marketing.
Chapters
00:00 Driving Media Measurement: Key Indicators
03:01 Optimizing Campaigns: The Mechanic's Checkup
06:05 Trust and Transparency in Measurement Data
08:46 Evolving Media Measurement: The Shift in Currency
