Five tips for measuring digital ROI from Mondelez International

This event report discusses how Mondelez International, the snacks giant, has enhanced its efforts to measure digital return on investment.

Five tips for measuring digital ROI from Mondelez International

Stephen WhitesideWarc

Mandar Paradkar has a warning for any marketer who believes racking up millions of impressions is a measure of digital success.

"Recently, the studies have suggested about 60% of those digital users or online users are fake," Paradkar – the associate director/KNA analytics, consumer insights and strategy at snacks giant Mondelez International – told delegates at the Market Research in the Mobile World conference in New York.

"So, suddenly, all those impressions that we were chasing after – and how effective and efficient they were – are not...

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