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In the fourth episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Layla Sayed and Eduardo Ogawa, of Google.

They discuss topics such as:
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• the optimization of branding campaigns
• the importance of microconversions in long sales cycles
• how the combination of measurement methods can provide a more complete view of the return on investment in media

Layla and Eduardo also discuss the Meridian (Google's new MMM model), the false dichotomy between branding and performance, and they explain how the ad format alone does not define your position in the buying journey, but rather a combination of factors such as context, creative, and the transmitted message.
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