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:
  • 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