Brand awareness, brand consideration, brand loyalty, customer lifetime value? Business outcomes? Intermediate measures or end measures? What basket of measures, score card or dashboards deliver in the new world order? Our invited panel share their different approaches to this holy grail question on the right way to judge marketing investments and their experiences on how chosen metrics drive different results and behaviours.
Chair
Nigel Gilbert, Chief Marketing and Communications Officer, TSB
Panel:
Peter Chadwick, Brand Strategy Manager, Vodafone
Keith Coni, Head of Insight & Evaluation, Government Communication Service, Cabinet Office
Nigel Hollis, Chief Global Analyst, Kantar Millward Brown
John Kearon, Chief Juicer, BrainJuicer
