Welcome to Great Minds, recorded live at Advertising Week New York 2026 in the Salesforce Podcast Studio.
A razor sent as an 18th-birthday gift earned Gillette a customer for decades. That story illustrates a measurement challenge: how much of advertising’s value gets missed when brands look only at the immediate sale? This conversation explores the connections between reaching an audience, building a brand, encouraging consideration, and driving purchases—and why measuring those pieces together can reveal opportunities that separate reports miss.
Joining us is Jerome Shimizu, CEO of ABCS Insights, whose company takes its name from the four areas it measures: Audience, Brand, Consideration, and Sales. Jerome explains how ABCS applies the same measurement methodology across 16 marketing channels so advertisers can compare results consistently. We discuss how its tools connect those findings, including a Net Opportunity Score designed to identify growth opportunities, and why clearer measurement can give overlooked channels credit for the business they help create.
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