As we transition to Media 3.0, it is becoming increasingly possible to showcase the power and value of our marketing investments. But to do that, we need expertise in effectiveness, supported by intelligent measurement frameworks. And all too often, whilst we know what we should do, expediency throws out our best laid plans for a fuller picture of effect. In this session, Ian Gibbs, data and learning director for JICMAIL, and Chris Love, head of marketing performance and econometrics, Virgin Media O2, will posit an example of a campaign scenario, before we collectively participate in populating a best practice framework for this example. We will define a set of priority test and learns and complete the session with a draft measurement framework. We’ll explore: What does good look like? Where do attention measures fit in? How can we deliver best practice measurement using industry frameworks? What are the building blocks for such a framework across all channels, both physical and digital, moving from campaign and brand metrics to business effects? Moreover, we will prove to ourselves that measurement can be fun!