Measuring the Immeasurables - Marketing Analytics Summit Las Vegas

Measuring the Immeasurables

date:

Tuesday, Jun 21, 2022

Time:

3:30 pm

Room:

Milano I & II

Summary:

Most organizations acknowledge the value of measurement and analytics, however, many organizations fail to measure key strategic objectives that seem to be “immeasurable”, such as fostering innovation, improving customers’ satisfaction or changing people’s mindsets. Ibrahim discusses the issue of immeasurability that challenges both the non-profit and for-profit sectors alike, and showcases methodologies and measurement frameworks that could be used to address the challenge of “Measuring the Immeasurable”. Ibrahim then explores key concepts of Statistical and Causal Inference, then will discuss its applications in measurements. Finally, Ibrahim explores a Logical Framework Approach to solve the immeasurability problem.

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