Are we missing the Big Picture? How real-time experience data reveals big gaps in the ways we view media investment and points to new opportunities
Fiona Blades and Erin Tavgac
Introduction
Current media measurement shows what we have pushed out (GRPs, clicks etc), but what are people really picking up? If we understood this, could we uncover new ways to look at how to optimize marketing activity?
Using a unique Real-time Experience Tracking (RET) data set for the first time, we set out to answer the big question: How do I optimize my marketing communications?
Meta-Analysis
To answer this question...