Across nearly all business verticals—consumer packaged goods, automotive, retail, technology, financial services—marketers are shifting how they evaluate, measure and budget across media channels. Marketing as a growth-driver for brands has never been more important, and considerations like media spend, investment in technology and measurement capabilities play an increasingly crucial role in achieving and quantifying real business results.

In this video, Dave Kaplan, SVP Strategic Insights and Research at NBC Universal’s Lifestyle Networks, discusses NBCU’s most essential campaign objectives, how he markets Lifestyle Networks to consumers (as opposed to brand advertisers), his thoughts on the state of marketer confidence in measuring ROI of media spend, and the most important measurement capabilities in his organization’s strategy.

마케팅 전문가들이 오늘날의 비즈니스 환경을 어떻게 헤쳐나가고 있는지에 대한 추가 인사이트를 확인하려면 2018 닐슨 CMO 보고서를 다운로드하세요.