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Cannes Lions: Alistair Hill, On Device on Why Marketing Measurement Is Still Broken
Recorded live at Cannes Lions, John Horsley sits down with Alistair Hill, Co-Founder of On Device, to explore why marketing measurement still gets so much wrong.
They discuss why click-through rates can be a terrible measure of brand effectiveness, the growing problem of survey fraud, how brands can connect brand lift to commercial outcomes, and why AI is shifting measurement from reports consumed by people to data consumed directly by machines.
Alistair so explains why the smartest marketers are moving towards outcomes-based planning, why confidence matters when balancing brand and…
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