Measuring effectiveness: Three grand challenges

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. 

How to lead brands through ‘the steepest learning curve of our professional lives’