Why Taco Bell eschews micro-marketing metrics to focus on consumer behavior

Taco Bell, the quick-service restaurant chain, is taking an approach to media measurement that looks well beyond the discipline’s traditional, and often esoteric, metrics.

For many big brands, the spate of new tools that make up the marketing toolkit pale beside the only metric that really matters: long-term in-market performance, as opposed to moment-by-moment in-media impressions.

“Media metrics are basically a currency,” explained Sasha Wolfe, head of media at quick-service chain Taco Bell. “The gap between how we measure media and how we measure our business is pretty large.”

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