CANNES — In this economy, more CMOs are being asked to prove the results of their ad spending. But outcomes can be about more than just making a sale. Speaking with Jonathan Steuer for Beet.TV in Cannes, Lisa Coffey, Global Chief Revenue Officer at LoopMe, underlines the growing importance of incrementality in the world of … Continue reading Close The Loop To Measure Up: LoopMe’s Coffey Says Brands Are Refocusing On Incremenality