Measurement Is About Growing Clients Business Beet.TV [Video]

CANNES — Marketers today want to know that their ads work in delivering business outcomes, sales lifts and incremental results.

But marketing measurement is not just about proving the impact of campaigns – it’s also about growing the client’s business.

That is according to one man who is running the numbers for one of the leading social content platforms.

In this video interview with Beet.TV, Jorge Ruiz, Global Head of Marketing Science, TikTok, says the state of marketing measurement is in a good place.

“We’re going from people-based measurement to utility-based measurement, which is really thinking about answering very specific questions across the right solutions and the right objectives at the right time,” he says.

“Once you’re able to have a larger campaign, (it is about) ‘how do I grow?’

But Ruiz thinks marketers will get better at leveraging all the insight they already have access to.

“It’s not just …