Digicon OMNI brought on the momentum for Day 4, October 7, an important day for digital practitioners who were introduced to an exciting development in the industry in terms of measuring effectiveness in digital marketing campaigns. In a special IMMAP session, Principal Industry Analyst of Google Philippines Geia Lopez presented where the industry is right now in its efforts of measuring digital success with the topic “Overview of the Digital Measurement Board: Why is it Important?”
Formed in 2012, the Digital Measurement Board (DMB) was tasked with serving as a guide for advertisers looking to make their digital leaps. In 2017, the group took the next logical step in their mandate, pioneering the first digital measurement standard in the Philippines. Over a roundtable discussion, Google’s Industry and Analytical Lead for CPG and Retail, Asia Geia Lopez shared that the DMB was launching an app to help make things clear.
Part of the problem faced by brands making the transition to Digital –whether they had accomplished it before the pandemic, were in the process when it started, or forced to adapt after the fact- was the lack of any consistent, coherent set of metrics, much less benchmarks, that marketers could refer to.
“Just like creative,” said Ogilvy Consulting Head of Consulting and Strategy Director Manny Gonzales, “measurement standards change over time. You can be iterative with it, you can be progressive with it.”
With the new app, marketers, advertisers, and clients could all be on the same page with regard to terminology, applicable metrics, and yes, the all-important benchmarks.
Albet Buddahim, Founder and CEO of Katapult Media walked the audience through the different stages of digital measurement standard starting with Tactical: that drives business objectives; Strategic: where returns are gauged by connecting data and interactions; Advanced: where customer database and engagement are integrated; and OMNI: where it presents holistic brand and business understanding.
As per IMMAP President Dennis Perez, “Businesses have always been obsessed with measuring things, and that hasn’t changed. Digital just made it faster to get those measurements. We need to be obsessed with what you want to achieve (in the digital space), and embrace the power of digital to get it done faster, quicker, and with more accuracy.”