3 Topics:

• Attribution, so I know it's real   

  • This section discusses the importance of establishing measurement/attribution methodology (especially in a world that's losing it's ability to track data). This sets the foundation for an organization’s ability to be successful in the competitive marketplace.  

• Always be testing  

  • This section discusses the importance of ensuring you've developed a testing roadmap, and structuring a measurement plan that builds towards achieving those goals.

• Be where your feet are, while looking ahead

  • This section discusses the importance of prioritizing innovation, and adopting new platforms/products/strategies, to ensure you are poised to leverage cutting-edge media tactics to win.