How Duracell is addressing its programmatic problems
Duracell has come up with a key way to translate business metrics into success in the programmatic advertising ecosystem — a global digital scorecard.
Having one clear scorecard to measure all the brand’s online marketing outside of North America is a way to take the guesswork out of programmatic, said Jon Ones, head of digital for Duracell’s international markets. With one scorecard, Duracell hopes to effectively evaluate performance between different digital touchpoints, creatives and markets.
Still in its infancy, Duracell’s scorecard consists of what Ones calls “relatively simple” metrics that can be applied globally based on data from analytics and measurement company Moat.