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.