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Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Reflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
There is a simple equation that gets lost in the complexity surrounding marketing effectiveness, according to Direct Line Group head of insight, marketing effectiveness and customer experience, Ann Constantine.
While the industry debates the future of econometrics, she suggests this equation relates to the core principle of the work being created and what marketers are trying to achieve. Without focusing on that simple idea, the customer’s needs can often get lost along the way, Constantine observes.
