How to make media investments accountable

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms that will satisfy the CFO or Financial Director.

How to Make Media Investments Accountable

Mike Campbell and James BaylissNinah Consulting

Measurement and accountability of media activity is on the agenda in boardrooms and agencies alike, but what should we be measuring? The cleanest measure is to evaluate...