In this session, we’ll hear about David Lloyd Leisure’s five-year measurement evolution and how putting holistic measurement into practice has positively impacted the brand’s bottom line. Starting with steady integration of performance planning using linear attribution and a renewed focus on TV advertising, their strategy evolved to incorporate econometric modelling, scenario planning, and a brand-response campaign. We’ll find out how the use of data-driven decision-making allowed the business to gain confidence and invest efficiently, leading to record membership numbers, following the easing of pandemic restrictions.