Webinar: How can Marketing Measurement Help Overcome COVID-19 Crisis?

Our webinar took place on Wednesday, September 30th. We wanted to cover the Importance of Marketing Measurement during the COVID-19 crisis.

The plan for this webinar started with a survey we conducted to know which topic do our clients believe to be relevant to discuss.

The role of measurement in overcoming crisis came across as a crucial topic that our audience wanted us to cover and elaborate more on. Therefore, the objective of this webinar is to present how Marketing Measurement can help overcome the COVID-19 crisis. While COVID-19 did become a favorable business opportunity for some companies, the overall economy has suffered. To understand its impact, it is crucial that its effect be thoroughly assessed.

The program of this webinar:

• • The impact of COVID-19: Detailing the results of the crisis on the media landscape.
    • • Brands’ reactions
      • Impact on consumers
      • Agencies’ reactions

The significance of Data and Measurement: Highlighting the importance of reinforcing, consolidating, and centralizing the measurement framework to respond to the uncertainty created by the pandemic:

• • Importance of Data Analytics
  • COVID-19 marketers challenges
  • Sharing insights from industry experts

The illustration of the relevance Marketing Mix Measurement has in times of COVID-19: Taking the audience through two case studies that illustrate the added value of measurement to help brands grow stronger and more efficient:

• Brand Use Case
• Retailer Use Case

After elaborating on the above main topics, we came out with these key takeaways:

• • Measurement is key to address COVID-19 challenges
  • Measurement allows to:
    • • Define the triggers for marketing reactivation
      • Accelerate the return-to-market process.
      • Optimize current marketing budgets
  • Frequent measurement ensures:
    • • Tracking the continuous changes
      • Improving responsiveness
  • Wrap-up and Q&A