CPG Marketers: Are You Measuring What Truly Matters? 📊 With shopping behaviors evolving and media fragmentation at an all-time high, traditional measurement playbooks are falling short. InMarket's CSO Michael Della Penna latest piece in Ad Age highlights why incrementality, real-time optimization, and holistic measurement are now essential for driving true performance. Key takeaways: ✅ Focus on incremental outcomes – iROAS, visits, and real-world sales, not just clicks. ✅ Break down measurement silos – track impact across all media and retail channels. ✅ Act in real-time – optimize while campaigns are in flight for maximum lift. ✅ Leverage granular insights – unlock growth by understanding the "movable middle." In 2025, leaving no crumbs behind means embracing measurement as a growth engine, not just a report card. 💡 Check out the full article 👇 #Marketing #CPG #Advertising #Measurement #RetailMedia #MakingMoments
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