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,...