EY CMO Rebecca Hirst: ‘We only measure what we treasure’
Marketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Post-pandemic, marketing leaders are looking for new ways to measure success. According to EY CMO Rebecca Hirst, the marketing team should only “measure what we treasure” when it comes to metrics.
“The way we measure what we treasure is by talking to the business and seeing what they want to measure. Honing it down has helped us,” said Hirst, speaking on a panel at Marketing Week’s 2024 Festival of Marketing held today (3 October),
She was joined by fellow leaders named in Marketing Week’s Top 100, sponsored by Digitas, including NatWest Group CMO Margaret Jobling, who discussed the need to focus on storytelling rather than “vanity metrics”.
“The only way to be credible is to talk the language of business,” said Jobling, adding marketers should “stop celebrating metrics that don’t matter” such as TikTok impressions.
