At Google's Think Measurement 2025 summit, leading voices emphasized the critical role of curiosity and data-driven insights for marketers. With the demand for efficiency, traditional metrics are no longer sufficient. Keynote speaker Biren Kalaria noted that marketers must evolve from isolated data to unified insights, warning that UK advertisers could miss a 20% growth opportunity due to inadequate measurement. The summit highlighted the importance of balancing data precision with creativity, with a consensus that effective measurement is essential for success in an unpredictable consumer landscape.
Measurement isn't just about reporting performance, it's about having the building blocks to unlock data-driven insights that will drive business growth.
We're moving beyond the 'wow' factor into the 'how' - how to make it all work together, and drive meaningful change.
The difference between advertisers who win and those who don't is great measurement.
Finding the harmony between the maths and the magic is crucial for closing the gap in marketing measurement.
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