Is the real barrier to measurement vanity? Ego? No space to fail and learn? How can we sell measurement in a business climate that is risk averse?
The workshop will discuss:

• The unspoken barrier to adopting better standards of effectiveness measurement
• Where we go wrong in taking away the “candy” that marketers love
• New research insights on this overlooked issue
• Commentary from regional marketing panel
• How we break out of metrics that reward tried and tested work
• Practical tips on how to overcome these challenges to advance measurement.

Panel:
Christopher Daguimol, Regional PR Director, ZALORA Group
Khali Sakkas, Chief Executive, Research & Insights, Isentia
Lavanya Wadgaonkar, Vice President – Communications, Asia & Oceania, Nissan Motor Asia Pacific Co., Ltd
Moderator:
Marion McDonald, Chief Strategy Officer, Ogilvy Public Relations APAC and AMEC Fellow