Britvic’s CMO on taking digital ROI measurement ‘to another level’

Proving the return on investment of digital channels is becoming increasingly important for all brands, and none more so than drinks giant Britvic, which claims it has already taken its focus “to another level”.
Matt Barwell, the company’s CMO, says while its marketing messages have not changed this year and it continues to put customers “at the heart of everything”, what has shifted up a gear is its concerns around ad fraud and getting “genuine ROI&rdquo