M&M Global is partnering with inTV, the International Television Research Group, for a live Twitter Q&A to help our readers get to the bottom of measuring branded and native content.
Content is a hot topic across the global industry this year, and has been heralded by many a safe environment for brands investment, in the context of the rise of adblockers, along with problems with viewability and fraud.
But how do you measure the success of that content? CTRs and similar metrics are pretty much redundant when trying to understand how effective a quality piece of content has been.
Our Twitter Q&A will take place on Thursday 16 June at 12:30pm to 1:30pm BST (1:30pm to 2:30pm CET).
It will bring together five specialists from the buy and sell sides of content marketing, as well as analytics firms, to help marketers navigate the best way to measure the impact of content, and so find a better path to consumer engagement.
Alexia Buffet Alejandre – digital project manager, Eurosport
Biog: Alexia is a digital project manager at Eurosport Paris headquarters, where she works on delivering creative solutions for clients within digital special operations. She graduated from the European Business School of Paris, with master degrees in Marketing and Communication in 2011. Before joining Eurosport she worked at ELLE magazine as a special operations manager. She also has experience of working on the agency side.
Andrew Milnes – group account director, Repucom
Biog: Andy leads the UK and Ireland’s brands team with a core focus on building and managing the relationships with Repucom’s brand clients in the UK and Ireland. His key focus is the development of structured and tailored measurement and evaluation programmes through media and market research platforms. He also is responsible for developing Repucom’s market position in the UK sports and entertainment landscape. Andy previously worked at The Ageas Bowl, home of Hampshire cricket where he was involved in the commercial activities behind the development of International cricket venue, as well as the stadia naming rights deal with Ageas.
David Evans – head of data and insight, CNBC
Biog: David has recently joined CNBC as head of data and insight. David previously worked with Eurosport and MediaTel as well as running his own firm, Dres Consulting for the last seven years. During this time David worked with a range of clients such as BBC World News, Digital Cinema Media, eBay, Etsy and the Content Marketing Association measuring the effectiveness of content across a wide range of disciplines.
Shane Mullane, sales director, MOAT
Biog: Shane has over 15 years’ experience in digital analytics and is a sales director at Moat, a New York based analytics company which enables the collection of signals and metrics to better understand consumer attention. Prior to Moat, Shane held various positions at web and social media analytics companies including Hitwise (acquired by Experian), a data and analytics business focused on providing marketing intelligence to publishers and brands.
Chien-Wen Tong, head of Wavemaker and digital strategy EMEA, MEC
Biog: Chien-Wen is head of Wavemaker and digital strategy, (EMEA) at MEC Global. Wavemaker is MEC’s content offering which was launched in April 2016, which brings together content strategy, social, partnerships and experiences, SEO and creative service. Chien-Wen has a wealth of expertise in developing digital strategies, coupled with a passion for executing creative work that delivers real business impact. Previously Chien-Wen has worked at OgilvyOne Worldwide, J Walter Thompson (JWT) and Possible.