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