AT&T dials up the measurement debate
Stephen WhitesideWarc
'Marketing is always going to be about art and science,' David Christopher, AT&T Mobility's chief marketing officer, reminded delegates at Advertising Age's Digital Conference 2015 in New York.
But, he warned, the content capabilities currently available to marketers seem to have developed at a significantly faster rate than the corresponding analytic toolsets. 'Measurement is a challenge,' said Christopher. 'I think measurement is a lagging competency in the industry.'
'SnapperHero', the first scripted series to appear on mobile-messaging app Snapchat, offers a case in point. AT&T backed the millennial-focused effort,...