A successful advertising campaign is determined by its impact on consumer behavior. But how can you best measure that impact? Dr. Jonathan Stringfield, VP, Global Business Research and Marketing at Activision Blizzard, explores this question through innovations in attention measurement. With deep insights experience from the worlds of tech, media, and entertainment, he also highlights how the gaming ecosystem —with over 3.5 billion users— is a key space for insights professionals to learn from. We discuss:The importance of integrating messy human factors into decision-makingThe need to understand the underlying principles of AI and other technologies to avoid blindly relying on themWhy honing communication and soft skills can help you unlock your full potential as an insights professional Check out Dr. Jonathan Stringfield’s book, ‘Get In The Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies', and join our community of brilliant insights professionals!