Whats next now fireside chat
Yesterday @ “What’s Next Now” at 20 Stories in Manchester; I joined Tom Maklouf from RTB House for a fireside chat on what effective marketing & measurement really looks like in 2025>
We covered how connecting every investment to business impact (not just media metrics) is key, why incrementality testing bridges modelled insight with real-world optimisation and how programmatic has evolved from chasing impressions to proving precision & value.
The discussion touched on smarter channel mix decisions driven by clear OKRs, the balance between proven playbooks and constant testing + the need for seamless data flow between analytics, martech & media to unlock true performance insight.
Great event (+ view!)