The Proxy Trap: How channel metrics mislead
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CPMs, CTRs, CPAs and VTRs are helpful, but they’re proxies—not outcomes. In this practical session, marketing scientists Patrick Kennedy (Head of Scaled Measurement, Pinterest) and George Filippou (PhD researcher at Trinity and founder of Mar-Sci, an MMM & Data-Driven Attribution company) unpack what the most used metrics actually mean, how different platforms calculate them, and why cross-channel comparisons so often mislead. We’ll show how “good” numbers can hide bad decisions, where A/B tests go wrong when they’re anchored to proxy KPIs, and how to re-centre on business outcomes. You’ll leave with a clear checklist for your own ads set up and best practices for data management & interpretation.
Speakers
- Patrick Kennedy (Head of Scaled Measurement, Pinterest)
- George Filippou (PhD researcher at Trinity & Found of Mar-Sci)
Event Details
- Time: 18:00pm-20:00pm
- Location: Huckletree, The Academy, 42 Pearse Street
- Date: December 4th
If interested in attending, email leah@mii.ie
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More Upcoming Events
CPMs, CTRs, CPAs and VTRs are helpful, but they’re proxies—not outcomes. In this practical session, marketing scientists Patrick Kennedy (Head of Scaled Measurement, Pinterest) and George Filippou (PhD researcher at Trinity and founder of Mar-Sci, an MMM & Data-Driven Attribution company) unpack what the most used metrics actually mean, how different platforms calculate them, and why cross-channel comparisons so often mislead. We’ll show how “good” numbers can hide bad decisions, where A/B tests go wrong when they’re anchored to proxy KPIs, and how to re-centre on business outcomes. You’ll leave with a clear checklist for your own ads set up and best practices for data management & interpretation.
Speakers
- Patrick Kennedy (Head of Scaled Measurement, Pinterest)
- George Filippou (PhD researcher at Trinity & Found of Mar-Sci)
Event Details
- Time: 18:00pm-20:00pm
- Location: Huckletree, The Academy, 42 Pearse Street
- Date: December 4th
If interested in attending, email leah@mii.ie