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

Cila Warncke

A report from the second day of Measuring Advertising Performance 2012, an event organised by Warc. Prevailing themes from the day's presentations include: that effective research increasingly inv...

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

Cila WarnckeWarc

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...

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