Johnson & Johnson regional strategist admits company struggling to process cross-platform metrics

One of Johnson & Johnson’s top regional marketers has admitted the FMCG giant is struggling with how to use Nielsen’s Digital Ad Ratings – one of the first attempts to compare digital metrics with TV ratings.

The admission comes after Google Australia managing director Jason Pellegrino called on the industry to collaborate to create a true cross-platform measurement system, as more marketing execs starting to question digital metrics.

Michaela Cortez: ‘We don’t want it to fall into the wrong hands and be used the wrong way’

Speaking to Mumbrella Asia after a Millennial 2020 panel debating the increasingly redundant term that is “digital marketing”, Michaela Cortez, APAC head of global strategic insights for Johnson & Johnson, said the company is faced with a “barrage” of data from Digital Ad Ratings, but not a satisfactory way of reading it yet.