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AXA: Connecting Attention Metrics to Outcomes
Manage episode 488999916 series 2795164
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In this episode, we talk to Marine Gissy, Global Media Lead at AXA about how attention KPIs are changing media planning. Listeners will hear what decisions can be influenced by which attention metrics, how to connect attention to sales and the impact of attention on everything from customer centricity to valuing quality journalism and even your carbon footprint.
Marine also discusses the practicalities of implementing attention, from how her team have better conversations with media partners to her views on the risks of using and the future of attention, with some great advice for others too.
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