Accountability is key to modern marketers - every $ needs to count, and all activity needs to prove its effectiveness. But separate measurement systems, with different definitions of media units, exposure and impact, can make this an impossible challenge.

We have a brilliant line up of panelists to lead a discussion on how we can reconcile to a single source of truth across multiple – and often very different - media channels.

Moderator
Alex Brownsell, Senior Editor, Media, WARC

Alex Brownsell is a UK-based journalist with 15 years’ experience of covering the media and marketing industries. He has held senior roles at publications including Marketing Magazine, Brand Republic, M&M Global and Campaign. Alex has also written for Bloomberg and The Times of London. Alex is a co-editor of WARC's annual trend forecast, The Marketer's Toolkit.

"Measurement is the most important topic in media today. There are promising signs that marketers may one day attain the holy grail of cross-media measurement, but it’s going to take a long time to get the whole industry to agree on a solution. In the meantime, brands need to optimise media plans as far as the data will allow."

Speakers

Dr Grace Kite, Economist and Founder of Magic Numbers

With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.

She has a blend of human and commercial skills you rarely see in data people. It enables her to work with marketing people to put their numbers to good use and to tell stories that enable change. She build partnerships as well as models, and as a result her findings have real commercial impact.

Grace is columnist at marketing week and WARC, and a regular speaker on marketing effectiveness. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’.

After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded Gracious Economics.

Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards.

Jochen Schlosser, CTO, Adform

Dr. Jochen Schlosser is Adform’s Chief Technology Officer. In this role, he is responsible for the company’s strategic vision and and the resulting product + technology direction. For more than ten years, Jochen has been a driving force for data-driven businesses and innovations across various industries such as Pharma, Finance, and Marketing. Before joining Adform, Jochen was a Member of the Executive Board at uniquedigital (SYZYGY Group). He holds a graduate degree in computer science, with a minor in psychology, from RWTH Aachen and a scientific doctoral degree from University of Hamburg.