“There’s no consistent way of understanding if fans are enjoying what we’re providing”, highlighted Alexandra Willis, Head of Communications, Content & Digital at the All England Club, Wimbledon, in her 99-second talk as a part of the 99//Club Digital Festival.
Alexandra argued for the establishment of “a universal benchmark for how a fan feels about something” that would tie across the whole spectrum of marketing and content creation to help brands measure success and get away from confusing specific metrics like shares and likes.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.