riday. Former ARF CRO Joe Plummer played an important role in launching the group, but I never had the opportunity to attend until now, as a keynote speaker on digital measurement. As you can imagine, I was very honored to address executive leaders from billion dollar brands, industry bodies, consultants, measurement firms, and academics.
My keynote outlined the Field Guide, what makes a good metric, a way to develop a measurement plan, and discussions about the tensions in measurement and the shifting towards a more humanistic mental model concerning measurement. But I found the Continue reading “It’s Possible. Marketing and Finance Working Together – The MASB Summer meeting”