The 3rd Era of Measurement with Simi Gill on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Simi Gill, who is the Head of Digital at The Kite Factory. Simi has risen through the ranks after first starting in 2019 as Digital Account Manager and impressing with her strategic in-depth digital expertise. Her interesting portfolio also includes 3+ years at Mediacom working with planning and buying.

Here are some of the topics we discussed in this episode.

Getting rid of the jargon within measurement

Understanding Era 1 - deterministic and linear

Era 2 - multi touch and cross channel

The nuances of Era 3 - modelled and predictive measurement

Governance of privacy

Changes in user behaviour and fragmented attention

Increase of AI and zero click journeys

Attribution and the total system level

The media multiplier effect

Moving away from direct response to a broader mix of channels

The signals to fill the gap

Contextual targeting and changing mindsets

The challenges facing marketers as the changes take place

The importance of first party data and modelling

The key takeouts of the 3rd Era

Display, conversions and view through

Building brand saliency and exposure

Authenticity and trust

Google Analytics and reporting

Will there be a 4th Era?

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