P&G’s eBusiness analytics chief: Consumers are the real victim of cross-metric paralysis

Procter & Gamble (P&G), the fast-moving consumer goods manufacturer, is putting consumers at the heart of its efforts to achieve cross-platform measurement.

Kanishka Das, Procter & Gamble’s (P&G) global eBusiness analytics and insights leader, set out a simple – but compelling – argument in favor of common advertising metrics that work across different channels.

“We need a full view of the consumer,” he told online delegates at the Association of National Advertisers’ (ANA) 2020 Media and Measurement Conference.

“That’s why we need cross-media measurement.”

Das was equally clear on the costs of the current, fractured measurement environment. “We are not able to do the right thing with consumers,” he insisted. “We are hearing from the consumer, but we are turning them away....

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