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The 2025 Measurement Blueprint: The Architecture of Effective Measurement

In the penultimate session from The 2025 Measurement Blueprint, Dimitar Mitev, UK Agency Program Lead, Measurement and Media Effectiveness Activation for Google, discusses Google’s predictions for the year ahead. These include: The Architecture of Effective Measurement The Dichotomy of Effectiveness How to shape the measurement strategy with vision and planning How to Define Success with Google Media Lab’s KPI framework As well as how to deliver successful tests & analyses Follow Us Stay in-the-know and follow us on: LinkedIn:   / 41646   Facebook:   / incubetaglobal   Twitter:   / incubetaglobal   Instagram:   / incubetaglo.  . Website: https://bit.ly/3X46SAo About Incubeta Incubeta is a global marketing agency with over two decades of experience and 18 offices worldwide. We empower ambitious brands to outperform, unlocking marketing’s long-term potential. By integrating creative, media, data, and technology through our Seamless Approach, we transform complexity into clarity and deliver award-winning execution. Trusted by leading brands like L’Oreal, M&S, Les Mills, and Hyundai, Incubeta helps businesses achieve measurable growth, improve efficiency, and outperform expectations.