Caroline Proto, Director of Global Media at EssilorLuxottica, joins Natalie Bastian, Teads Global CMO, to discuss the critical role of measurement in modern marketing. Caroline shares insights into building comprehensive frameworks, fostering stakeholder alignment, and ensuring branding remains integral to long-term success.
Key Insights:
- The Evolution of Measurement
Caroline highlights how a strong measurement framework allows for better quantification of media investments. By involving diverse stakeholders—from finance to field teams—EssilorLuxottica ensures alignment and trust in its analytics. - Balancing Branding and Performance
As short-term metrics gain traction, Caroline emphasizes the need to prioritize top-of-funnel branding efforts. These long-term strategies are crucial to maintaining growth and avoiding a plateau in performance. - Looking Ahead to 2025
Caroline envisions integrating years of data to better balance branding and performance. This approach will help sustain consumer love for brands like Sunglass Hut while adapting to rapid changes in consumer behavior.
For more insights on the latest trends in marketing, media, and tech, discover our “Talks With Teads” series.