Media measurement must shift from outputs to business outcomes: WPP’s Navin Khemka

Traditional media metrics alone do not guarantee business growth today. Brands must complement these with business metrics like lifetime value and loyalty. Attribution remains a challenge for marketers determining campaign impact accurately. India's advertising market is projected to grow despite economic pressures. WPP offers integrated solutions for understanding audiences and measuring impact.

Raccontata daeconomictimes.indiatimes.com