Orchestrate marketing magic

McDonald's is just a brand people go to. That's why it's so important for us to be able to derive true incrementally for our paid media. Instead of just being able to understand what someone sees before they convert, we want to actually understand if that impression is what drove that conversion.

Brands need to start somewhere. Let’s not wait for that perfect solution. Let’s not wait for doing it across all the brands at a large company. Start small. Start with a test. Let’s collaborate and move the industry forward.

Data allows us to make the invisible visible. It allows us to see opportunities for growth that we didn't even know were possible before. As marketers, it's what allows us to give customers those memorable, meaningful moments.