The Real Problem With Media Measurement: We’re Still Using The Wrong KPIs

Marketers have always craved one thing from their media investments: effectiveness. Are we getting results? Are we driving brand growth? And, most frustrating of all, are we spending too much, or not enough?

Yet despite this obsession, most marketers are still steering their media using outdated KPIs. GRPs and spend are the go-to metrics, but here’s the thing: they don’t tell us what we actually need to know.

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