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How to (Really) Measure Marketing Effectiveness with PepsiCo's Sorin Patilinet
What if your ads are only driving 10% of your sales? Sorin Patilinet, Global Marketing Effectiveness Lead at PepsiCo, says most Marketers are measuring the smallest lever they've got.
This engineer-turned-Marketer spent 13 years building the Marketing effectiveness practice at Mars before bringing his measurement obsession to PepsiCo. He also literally wrote the book on it.
He and Daniel get into why measurement should never start with your data (what??) and what testing hundreds of ads on real brains will reveal about your creative.
Plus, why Sorin doesn't trust surveys and the one metric…
The skinny
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