MAP 2012 day one: Effectiveness metrics, global creativity and new breakthroughs in market research

Joseph Clift
Warc


Click here for a report on day two of MAP 2012: Real-time planning, understanding KPIs and using emotions in marketing


Today's marketers face an ever-widening range of obstacles to measuring effectiveness, from digitally-driven media fragmentation to the growing complexity of tracking consumer paths to purchase.

In an effort to provide guidance on some of these challenges, clients, agencies and researchers gathered in March 2012 to present their latest insights at Warc's two-day Measuring Advertising Performance conference.

Topics under discussion on day one included innovations in market research, best practices for social listening and cultural nuances in creativity.

Effectiveness trends