AT&T's Key Marketing Metrics: Brand Recall and Message Recall

At the ARF Audience Measurement 2012 conference, a team from AT&T mobility with Nielsen discussed the problem of "metrics overload".

AT&T's Key Marketing Metrics: Brand Recall and Message Recall

Geoffrey PrecourtWarc

The theme of the Advertising Research Foundation's (ARF) Audience Measurement conference in New York was 'crisis in measurement'.

A team from AT&T Mobility – Charlissa Payne, Executive Director/market research and analytics; Greg Pharo, Director/market research and analytics; and Mara Doran, Nielsen Ad Solution SVP/research – brought a tighter spin to the topic: "Metrics overload".

"AT&T leverages econometric modeling to quantify the relative sales impact of marketing investments," Payne explained. "Our problem: we were tracking more than 100 advertising performance metrics" – including Nielsen TV Brand Effect metrics,...

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