As marketers, we know that better measurement leads to better marketing effectiveness. But systematic full effect measurement over the near and medium term is no easy feat. While fit-for-purpose measurement frameworks that account for full exposure measurement across online and offline channels appear to be essential capabilities, evidence suggests that over 40% of metrics used to measure campaign effectiveness are vanity metrics. In this session, we’ll hear how we can choose the right metrics that align with business outcomes, develop our measurement approach to continuously improve performance, and practically close the gaps.