A big thank you to everyone who made IAB New Zealand's inaugural MeasureUp marketing measurement conference a sold-out success. Created by the IAB New Zealand Data, Privacy & Measurement Council the event showcased an outstanding line up of industry experts including keynote speakers Ian Garland, Managing Director of Milton Data, and Carl McLean Head of Marketing Science Meta.
A huge thank you to our premier event sponsor Meta for making MeasureUp NZ possible, and to Gai Le Roy CEO IAB Australia for supporting our efforts to bring MeasureUp across the ditch.
Our industry experts delved into the topic of marketing measurement, offering insights on how to effectively leverage it to unlock business potential. Members and non-members were part of a conversation shaping the future of marketing measurement, enjoying an afternoon filled with networking and advertising effectiveness insights.
IAB New Zealand Data, Privacy and Measurement Council Chair Q Naim says, "Measurement poses challenges, as well as significant opportunities for the marketing industry. By mastering measurement, we will continue to redefine the role of marketing to drive success as we continue to converge around consumers”.
Five key overarching marketing measurement themes emerged from the afternoon:
1. The Resurgence of Media Mix Modelling (MMM) and Econometrics
With the foundations of direct digital measurement disrupted by changes in the ecosystem, the importance of MMM and econometrics has resurfaced as a key approach to understanding marketing effectiveness, evidenced by the release of new open-source models by major digital platforms.
2. The Importance of Actionable Insight:
With the vast amount of data and sources available to marketers, it is important to ensure measurement strategies are aligned with business objectives and tied to decision making, otherwise they merely contribute to more noise.
3. Stakeholder Collaboration:
The importance of collaboration and shared understanding across businesses, clients, agencies, publishers, and other stakeholders, as well as leveraging consistent metrics, was emphasized to establish clarity and alignment in driving successful outcomes.
4. Focus on Privacy:
Increasing attention to privacy concerns is shaping how the industry can measure, such as the rise of clean rooms and econometrics for privacy-compliant measurement. This reflects the growing importance of first-party, consented data and need to balance how we capture and leverage data with privacy regulations.
5. Impact of AI and Automation in Measurement Practices:
Advanced automation through AI brings with it affordability and speed, though it also carries risk requiring high-quality inputs and experience to apply the findings and avoid misuse or inaccurate outputs. The importance of experienced human inputs and supervision was a recurring theme.
At the conference, the IAB New Zealand Data, Privacy & Measurement Council interviewed a range of MeasureUp speakers to capture their thoughts on current marketing measurement challenges, emerging trends, and strategies for alignment and innovation. You can download the MeasureUp Speaker Interviews PDF below.
Plus Q Naim, Council Chair and Founder of Team Circle has turned these interviews into a podcast using the magic of AI. So if you feel like an update on why MMM is the come-back-kid you can listen in at the link below 🎧
If you grabbed a ticket before they sold out, you may be able to spot yourself in the downloadable event photos
Keynote Speaker presentations from the conference are also available for download at the links below:
Ian Garland, Managing Director, Milton Data
Carl McLean, Data Scientist ANZ Meta
As MeasureUp wraps up it’s clear across both Australia and New Zealand that measurement keeps evolving at pace, and will continue to do so as AI and technology accelerate. Together, we can focus on continually refining measurement to drive optimal advertising effectiveness.
Ngā mihi and see you all again for MeasureUp 2025.