South Africa, Oct. 2 -- This is according to Ryan Sauer, chief executive officer and founder of Redwood Analytics, who is deeply passionate about measuring marketing performance.

In his talk at the recent IMC, Measuring Marketing Effectiveness through Data, he explains that this is more than just measuring the digital easy type but also brand marketing.

"There is measurement and effectiveness to be achieved everywhere."

In his talk, he spoke about how this can be achieved. He emphasised that marketers need to own the measurement and effectiveness in partnerships with their agencies, and this is what will generate amazing performance results.

Looking at the challenges lying ahead, he says organisations also need to own their data, espe...