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SBP 185: The Sharp Cut - The Incentives Trap: The Blueprint for Success [Part 3]
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The final installment (part 3) of our series about the incentives trap.
In this episode, Marc and Vassilis outline the blueprint for success where they actively challenge the complexities of marketing measurement, emphasizing the need for a goal-oriented approach rather than relying on easily accessible metrics.
They also discuss the dangers of short-term measurement, the importance of understanding long-term brand health, and introduce the concept of incrementality measurement as a way to better assess marketing effectiveness. The conversation also highlights the need for a…
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