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The Economic Times

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Media measurement must shift from outputs to business outcomes: WPPs Navin Khemka

Traditional media metrics alone do not guarantee business growth today. Brands must complement these with business metrics like lifetime value and loyalty. Attribution remains a challenge for marketers determining campaign impact accurately. India's advertising market is projected to grow despite economic pressures. WPP offers integrated solutions for understanding audiences and measuring impact.

26 Aug 2026 8:19 pm