The first step to improving ROI is understanding the impact of all of your marketing efforts now. Easier said than done. You’ve probably heard dozens of measurement methods promising answers to your critical performance questions—media mixed modeling, agile marketing, benchmarking, correlation marketing, predictive analytics, attribution, a/b testing, the list goes on and on. So, how do CMOs and their teams know which measurement strategy (or strategies) will deliver the insight their business demands? What insight does each method deliver well, and where does each fall short? And, most importantly, what’s the best way to combine analytics strategies for a truly comprehensive measurement strategy at your organization? Leaning on her expertise in partnering with global brands to solve these complex questions, Jennifer Zeszut shared the ins and outs of each method in her presentation “Mix Modeling, agile marketing, marketing effectiveness, oh my!”, available on demand now. Check it out, and learn how leverage the best of marketing’s analytics offerings to (finally) answer:
- If we were to increase marketing spend globally, what kind of increase in business outcomes can we expect and how should we allocate it across channels?
- How can I be sure I’m optimizing that spend to achieve business goals?
- …and so much more.
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