WEBINAR: Making Unified Measurement a Reality: A view from Sky

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In this webinar with WARC, we were joined by Tom Hallett, Head of UK Media Effectiveness at Sky to talk about both the theory and the practice of measurement triangulation, to bring all marketing signals together in Unified Marketing Measurement (UMM).

Matt Andrew, Partner and UK GM at Ekimetrics outlines the key measurement requirements, the tools for the job and how to bring them together via marketing mix modelling. From understanding brand perception to steering campaigns in-flight, and delivering continuous improvement to answering those big strategic questions about budget planning, performance forecasting and strategic direction. We take a look at how you deliver a holistic measurement framework across Brand Tracking, Attribution, Experiments and MMM.

The advantage of this approach is not just in breaking silos but in facilitating a common language of performance that allows decision-making from tactics to strategy to operate from the same baseline and with absolute clarity, removing the mixed messages that can occur between teams and allowing leaders to understand the trade-offs they are making throughout the funnel and across marketing activities.

But while there is a path to achieving unified measurement, it’s rarely the same for every organisation. Much depends on the organisation’s measurement and analytics maturity, its organisational structure, its strategy to date and leadership. And more often than not, how pockets of the business have come together at different times in a bid to knit together the story of marketing measurement. Fundamentally, there is no one way to make this work. But we can paint a picture of the ideal and add to that the real-world experiences of others.

Which is where Sky comes in. Having spent almost a decade on this journey, Tom shares how their approach to unified measurement has evolved – and is evolving still – with examples of the types of question they are answering and a flexible approach to planning that allows space for ‘gut feel’.

Finally, the Q&A session lets us hear from others across a range of industries at varying levels of maturity and tap into Matt and Tom’s invaluable advice.