Measuring effectiveness: Three grand challenges

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Matthew Taylor, Baptiste Tougeron, Ludwig Brütting, Jonas Christensen / June 2019

We are pleased to launch a paper, aimed at measurement experts, which highlights three of the biggest challenges around measuring the brand and sales impact of marketing:

  1. Incrementality: proving cause and effect
  2. Measuring the long term, today
  3. Unified methods: a ‘theory of everything’

It outlines why it is important to solve these challenges; where we think the industry cutting edge is on each one; and suggests some areas to explore just beyond the cutting edge.

You can download the paper below. 

It should take about 10-15 minutes to read the executive summary and about 60-90 minutes to read the whole paper. 

Matthew Taylor

Matthew Taylor

Ad Effectiveness Specialist, UK Google
Baptiste Tougeron

Baptiste Tougeron

Ad Effectiveness Specialist, Southern Europe Google
Ludwig Brütting

Ludwig Brütting

Ad Effectiveness Specialist, Central Europe & Middle East Google
Jonas Christensen

Jonas Christensen

Ad Effectiveness Specialist, Northern Europe Google