Digital marketing needs to ‘wipe the slate clean’ on metrics, says former Wunderman CEO

The former head of one of the world’s largest digital agency has said there is a need to simplify digital metrics as marketers grow more confused by the glut of platforms each with their own measurement systems.

In a candid interview with Mumbrella Asia at Socialbakers’ Engage conference in Bali, Daniel Morel, who presided over Wunderman for almost two decades before retiring last year, said that brands weren’t testing their campaigns adequately in a world that is moving too fast, and there needed to be greater effort to tie digital marketing to what really matters – sales.

The Frenchman also warned that a period of consolidation is to come for tech platforms such as Twitter, Pinterest and SnapChat because there isn’t sufficient capital and marketing spend to support them all.