Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

Summary

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement. Experts addressed key industry questions, including:

• Are specific media vehicles proving to be more or less effective?
• Can you build an effective measurement model that includes pre-pandemic data?
• How frequently do you need to model your data to keep pace with consumer change?
• What are practical steps you can take to set your team up for success?