Advertising and marketing measurement remain one of the strongest indicators of brand growth. And yet, as Oresti Patricios, the CEO of Ornico, points out, it’s often misunderstood.
“Measurement doesn’t automatically make you effective,” he says. “But it creates accountability and allows you to prove the value of marketing.”
After 41 years of advertising monitoring, tracking and analysis, Patricios has seen the shift from traditional media to the current hyper-fragmented world. Programmatic buying, he explains, makes targeting easier, but also demands better measurement.
“You can buy across multiple platforms instantly, but you still need to check whether your objectives are aligned with the business.”
For him, the obsession with either short-term or long-term metrics is misplaced.
“It’s not either/or. Brand building takes time, but you must measure both the tactical and the strategic.”
He adds that marketers are finally turning away from vanity metrics such as follower count. “The question now is: are you getting the right followers, and does it drive results?”
Conversation highlights
- The basics of marketing effectiveness haven’t changed
- CFOs are driving new demands for measurable ROI
- Programmatic buying and the data challenge
- Long-term brand building vs short-term sales: finding balance
- Vanity metrics are no longer the measure of success
Watch the full conversation below:
Created in collaboration with our production partners, Soweto Media.
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