Mariia Bocheva

Mariia is a Senior Media Effectiveness Specialist at Google Ireland, where she helps leading companies harness the power of AI.

With a background in sales, marketing, and product management, she brings a range of valuable perspectives to her work. Mariia is driven by a passion for finding practical solutions, simplifying tasks, and enabling more creative pursuits.

As a conference speaker, she combines her expertise in AI with a touch of wit to engage and inspire her audience.

Get ready to be enlightened and entertained as Mariia shares her insights on the exciting possibilities that arise when technology meets creativity.

Topic Title: Things I have learned about Measurement during 3 years at Google.

Abstract: Mariia has worked with different companies: big & small, those who do everything in-house and those who hire agencies and partners for every little thing, those who are just entering the market as well as those who shape & lead the market.
However most of them had one thing in common - overengineering media effectiveness measurement & underestimating the influence it can have on their growth.
During this talk, Mariia will show you what the measurement landscape looks like, what most of the companies get wrong and how you can get media effectiveness measurement right.

Key takeaways:

Alignment

• Share the business objective – define success and cascade it into the team objectives
• Invest in a shared measurement plan to get the measurement basics right
• Overcommunicate it

Fast changing environment

• Control the controllables
• Empower employees to take responsibility and make decisions based on the business objectives
• Foster ‘fail fast’ culture

Proving impact

• Re-think marketing function (cost-center vs. investment)
• Talk to your finance team & agree on financial-driven marketing KPIs (for brand too)
• Build X-functional teams