MAP 2012 day two: Real-time planning, understanding KPIs and using emotions in marketing

Cila Warncke

Click here for a report on day one of MAP 2012: Effectiveness metrics, global creativity and new breakthroughs in market research

Day two of the Warc Measuring Advertising Performance 2012 conference brought further discussion of many of the topics that dominated day one, with presentations covering neuroscience, social listening, and measuring effectiveness.

Distinguishing day two, however, was the greater attention paid to the role of relationships in advertising effectiveness: specifically, client/agency relationships and consumer/brand relationships.

These discussions reiterated the importance of using emotion in campaigns. As Deborah McCrudden, managing director of ASI UK put it: "Consumers ultimately make it happen. We need to understand what resonates with them."

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