How do you measure the internet of things?
In the near future, every bit of your distribution chain will be emitting data - from sites and apps, stores, logistics, smart devices and more. Acknowledging this is one thing; making good use of it is another.
The internet of things is an exciting concept - until they're *your* things, and you have to measure them.
Beyond operational efficiency, how should marketers use these new kinds of data to build stronger brands? How do we make sure we've got access to the data we need? What are the practical challenges of collecting it and making sense of it? What changes will it make to the way we think about customer experience and the effectiveness of our marketing communications?