Bertrand Brisou, Director, Data & Analytics at Artefact discusses his work as leader and coordinator of Artefact’s global marketing and measurement initiative.

On the agenda:

• What is marketing measurement? What are the challenges facing it?

• What are the methods of marketing measurement? What is each method used for?

• What are the challenges when dealing with online and offline marketing channels?

• How can companies strengthen their marketing measurement in 2024?

“Marketing Measurement is the art of measuring the impact of marketing channels on the business and the art of optimizing the marketing channel to maximize business outcomes that are generated from marketing initiatives,” says Bertrand Brisou

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