Data Gurus

On today’s episode, Kris Hull and Chris Murphy of Kantar North America joins Sima Vasa. Together, they talk about marketing metric audit protocols, finding the balance between short-term and long-term tracking, and so much more. Kris Hull and Chris Murphy - MASB Accreditation In a recent press release, the market research agency announced its accreditation for the Marketing Accountability Standards Board (MASB). Chris Murphy, Chief Client Officer, says that they perform the marketing metric audit protocols for third party audits. This accreditation certifies the offers they provide their clients’ methodology as the right metric to look to financial performance. Chris underscores the importance of performing rigorous third party audit as part of their core equity assessment tool. “We struggle industrially to gain alignment just on the principles of brand growth and measurement.” - Chris Murphy Short-term and Long-term Tracking Kris Hull, Senior Vice President, shares one of the things they found out in going