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WES NICHOLS: There are a lot of shiny objects these days
around measurement around new metrics.
I think the newest metric is probably the oldest metric,
which is revenue and outcomes, and earnings per share, and
share growth, and things that truly matter.
And what we're seeing is a big migration--
that we're helping drive-- a big
migration of our marketers.
And this is driven at the C-suite.
This isn't a media department or a
marketing department decision.
This is really driven at the CEO, CFO, President, Chief
Marketing Officer level to get people starting to think about
how to actually start to allocate resources in a way
that's going to help move the needle as it relates to true
business performance outcomes.
As opposed to intermediary metrics like reach, or
frequency, or click through rates, and the other things
that are useful from a planning and media buying
perspective, but don't carry very much water in the board
room or in finance.
And given the economic environment that we're
operating in, I think this notion of measuring and
allocating based on what actually drives the cash
register to ring is something that we're seeing an enormous
appetite for.
It's a lot harder to measure, but it is something that we're
seeing ultimately yields a much better outcome, and also
creates higher levels of predictability.