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Media Measurement in Motion: AI, Optimization & Transparency with Ford’s Molly Seymour

In this episode sponsored by Comscore, Molly Seymour, Campaign Measurement Manager at Ford Motor Company, discusses the complexities of media measurement from a brand's perspective. She emphasizes the importance of tailored KPIs for different media channels, likening them to various types of vehicles. The conversation explores how Ford optimizes campaigns in real-time, ensuring data reliability and transparency, and highlights the evolving landscape of media measurement, particularly with the integration of AI.

Takeaways

  • The dashboard indicators for media measurement vary by channel.

  • Impressions alone do not guarantee effective engagement.

  • Each media channel requires a unique optimization KPI.

  • Social media can be likened to a sports car in terms of engagement.

  • Monthly reports help assess campaign performance over time.

  • Attitudinal studies are crucial for understanding brand perception.

  • Data testing ensures the reliability of new partners' metrics.

  • Large companies often move slower in adopting new measurement strategies.

  • AI can help synthesize insights from multiple data sources.

  • Modernizing measurement is key to staying competitive in marketing.

Chapters

00:00 Driving Media Measurement: Key Indicators

03:01 Optimizing Campaigns: The Mechanic's Checkup

06:05 Trust and Transparency in Measurement Data

08:46 Evolving Media Measurement: The Shift in Currency

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