Case Study – Measurement – Harnessing the Value of In-Housing to Validate Increased Media Spend
Manulife moved to gain control of their marketing funnel by bringing most of its media in-house, and, through the team’s in-house journey, discovered measurement is the key to driving success. Manulife’s AVP, Global Head of Demand Generation & Marketing Measurement, Chris Potts, will share their holistic measurement approach across creative, media and brand; showcasing how analytics guide effective decisions. He’ll also present data-driven arguments and real-world examples demonstrating how strategic brand spending drives long-term growth, justifying boosting the media budget for sustained market success.
PRESENTER
Chris Potts, Global Head of Demand Generation & Marketing Measurement, Manulife/John Hancock