This was after they stumbled across the fact that they were - by accident - wrongly attributing sales to performance marketing when they discovered that their paid search had been “switched off” in Latin America without them knowing - and nothing happened to traffic or sales.
A startling revelation that set in motion a whole new perspective on where they invest.
At what has so far been one of the most insightful talks at this year’s Cannes, advertising effectiveness expert Les Binet was joined by economist Dr Grace Kite to talk about the new age of measurement, sharing new data that revealed important insights for any decisions you’re making about your brand:
• The 60/40 split between Brand Building and Sale Promotion holds true. Previous criticisms were that this data was based on effectiveness entries, whereas new data from “normal” campaigns validated this.