Thread by @jdaykin

And we're up! Busting some Measurement myths at @FestofMarketing based on my experiences at Mondelez, Diageo and GSK. #FoM21

It's obvious to say... but measurement influences the decisions we make as marketers... but you have to choose WHAT to measure and that can lead us in very good, or possibly quite bad directions. #FoM21

A cautionary tail on chasing clicks (or botom of the funnel conversion) from @SamuelBrealey - it's easy to assign sales to the touch points closing the deal, but if you don't have the up front brand building and marketing there'll be no deals to close. #FoM21

It's not a perfect slice of all marketing cases, but the work of @BinetLes & Field shows how this short term/click chasing is actually driving down overall marketing effectiveness. #FoM21

Even if you 'know' what you're trying to drive, the very existence of easy to optimise for digital KPIs are a slippery slope that all too often we fall into. We've built out a clear framework across the CEJ to try and focus on what really matters, or see @IABUK work. #FoM21

Ultimately the best ways of truly measuring digital's effectiveness are a bit 'old school' - MMM, sales, brand lifts, consumer research etc. It's scary how little most digital KPIs really correlate with these points that matter (even if they're not THAT agile). #FoM21

🚨 Social Engagement is clicks in disguise🚨 Real consumers (eg YOU) don't have 1:1 conversations or want to engage with most brands in their lives. Early social media marketing was built on an 'engagement' foundation that has long been disproven. Time to move on folks ;) #FoM21

(Unless you're Andrex) don't put cute animals in your social posts to drive engagement... find actual channel-appropriate ways of communicating your actual message (spoiler alert: which probably isnt your TV ad, might be a print ad though) #FoM21

Nothing wrong with engagement of course (it's GREAT!) but chasing it misdirects us. 'Engaging' users and competition entrants are a super niche group of people and probably not your key audience... to whom desperate engagement begging looks desperate. #FoM21

Passive engagement metrics (like VTR/watch times) can be a better steer... because ultimately our job as marketers is to cut through to new & apathetic audiences - the exact opposite of who organic social/engagement targets. #FoM21

A reminder that more old school (often survey or sales) based measures are much better ways of measuring social than most of the live metrics... and we've done hundreds of them over the past year to build out a detailed learning agenda (because of course social works). #FoM21

Of course we want our ads to be seen, but as a metric 'Viewability' plays into the hands of click bait. It cannot tell the difference between a Celebrity Plastic Surgery slideshow or the WSJ, or if anything it rates the former higher. Buyer beware. #FoM21

You know things are bad when even South Park is bothering to cover how stupid a lot of online advertising is. #FoM21

Our internal campaign 'Nutrition Labels' are trying to bring other richer elements of quality into our media reporting... and helping us move to not only avoid funding the bad stuff online, but also positively funding quality and progressive voices. #FoM21

Big shout out to @consciousadnet trying to help the ad industry carve this path to supporting quality and defunding hate - an issue serious enough that the UN Human Rights Council keeps asking us to come and talk about it. #FoM21

And be careful blunt brand safety decisions don't accidentally shut down positive diverse voices - Representation in marketing is a huge wider opportunity, and we're just about to launch a new @wfamarketers guide to tackling bias in the creative/media process next week! #FoM21

It's our job as marketers to make money... but good as it sounds chasing high ROI can drive you broke. #FoM21

High ROI can show you are under investing in channels and that you are just chasing the lowest hanging fruit... but we need to cut through to thos hard to reach & uninterested audiences to grow which unfortunately can cost us more. #FoM21

Ultimately marketing effectiveness is a balance between ROI/sales and short term analytics, and longer term creativity & brand tracking. Some digital KPIs do help optimise short term, but where do they take you longer term? At GSK we try and find that balance! #FoM21

*Deep Breath* Thanks for having me @FestofMarketing and thanks to everyone who tuned in live (or remembers that the recording is available for the next couple of weeks 😉😉) #FoM21 festivalofmarketing.com/agenda?agendaP…