In this session, we will hear about the importance of having the right framework to deliver effective advertising. Simon Moore, director of marketing and media for bed retailer Dreams, will share how to measure both brand metrics and return on investment, with a focus on the power of incrementality testing to link media spend to business outcomes. The session will also explore the brand metrics at a marketers’ disposal, from consideration to attention, and Dreams’ 2023 measurement roadmap, including its ambition to tie all metrics back to business outcomes.