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‘Foundation of rigour’: How UKTV embedded econometrics into its decision-making
Penny Brough joined UKTV 10 months ago and immediately set about creating a data-driven effectiveness culture that she says has increased share of commercial impact to 9% and opened up budgets.
Since joining UKTV as CMO 10 months ago, Penny Brough has been working to significantly deepen the broadcaster’s relationship with data. She has been embedding a measurement culture that has enabled the marketing team to showcase the value of marketing to commercial decision-makers and drive creative freedom.
