Understanding the value of advertising: an overview of current thinking - a report from the Brand Finance Forum

David Tiltman

How to measure the contribution of marketing activity to business performance was the headline theme of the Brand Finance Forum. The presentations revealed that plenty of progress has been made, but plenty of questions remain.

The keynote speaker was John Quelch, Lincoln Filene Professor of Business Administration at Harvard Business School. His speech set out the context in which marketers are working, and the growing challenges of measurement in an increasingly complex media landscape. In some ways, he pointed out, we are moving toward a more quantitative world. Data is cheaper, behavioural targeting is growing, understanding social media requires mathematical rigour, and automation of marketing processes is spreading.

Progress So Far