In this mini-panel, we’ll speak with leading Canadian marketers about what they see as the real issues around measurement — and why there’s a persistent global complaint that “better” measurement is needed. But what does better measurement even mean? Is it attribution? MMM? Justifying the value of marketing? Or have board members and senior leaders simply been sold a broken promise of “deterministic” data and “closed-loop attribution” that doesn’t reflect how marketing actually works? Should media be allowed to mark its own homework by providing attribution directly to clients? What are the meaningful things we should be measuring — but aren’t? Are we focused on the wrong metrics? And is ROI possibly the worst — yet most used — metric in the industry?