Measuring the effectiveness of pull and push marketing: Using data to analyze and evaluate and redirect campaigns

Bea Johnson from Unilever outlines a strategic framework for measuring marketing effectiveness, categorizing campaigns into awareness, consideration, and conversion. She emphasizes setting clear KPIs and benchmarks, detailing measurement metrics for TV and digital ads, including engagement, branding, and Share of Voice. The presentation highlights a successful Rexona campaign targeting Gen Z in the Philippines, demonstrating high reach and performance.