In a world full of advertising options, many businesses feel confused about how to make the 'right' advertising decisions. Erin Horswill, Principal at Atreyu+Bastion, will clear up the confusion. During this presentation, you'll learn the simple metrics behind audience measurements allowing you to compare your options 'apples to apples', how to start your advertising analysis with the consumer first, and how to set your campaign to be measured by something more meaningful than having to ask, "How did you hear about us?"