AT&T dials up the measurement debate

Stephen Whiteside

This event report discusses the measurement challenges facing brands, based on the experience of AT&T, the telecoms company.

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,...

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