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? About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms. Want to get in touch? Email [email protected] ‍ Who is Six Sells? Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology. Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands. With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.