In March, measurement moved on from AVEs. SXSW Interactive and the Martech conference provided some focus on the future of measurement across marketing fields. In no particular order, here are the seven measurement moments that defined the month:
SXSW generated interesting talk around analytics, as always. You can see our favourite moments here. If you’ve not yet done so, be sure to check out Javier Boix, Senior Director of Storybox at Abbvie, talking at W20’s Movers & Shakers. The approach that Abbvie is bringing to it’s communication is both innovative and practical. Here’s the link to W20’s livestream – jump forward to about 9.30 mark.
PR News announced its 2016 Measurement Hall of Fame Inductees. Congratulations to AMEC’s Barry Legetter, Cleveland Clinic’s Eileen Sheil and Margot Savell from Hill+Knowlton Strategies. The awards will be handed out at the annual PR News Measurement Conference later in April in Washington DC – be sure to book your place.
Tim Marklein, Founder & CEO at Big Valley Marketing, outlined the problem with impressions and provided some solutions for the modern age. The sentiment was also picked up by Simulmedia’s Dave Morgan at last week’s Martech Conference. Morgan’s presentation shows the need for all of marketing to move beyond basic output metrics like impressions.
Speaking of Martech, it seems like it was only a few years ago that there were just a handful of marketing tech companies. Chiefmartec.com unveiled it’s marketing technology landscape with about 3,500 organisations, up from ~150 in 2011.