Here is the situation: There is plenty of data, but there isn’t a clear picture of how the different media relate to one another and where synergy is occurring. Most marketers report that they:
- Don’t know how each piece of their media mix works, or how the mix works together
- Don’t know the impact if they had to cut marketing by 10%
- Couldn’t accurately calculate what an additional 10% in marketing budget would produce in terms of business results
Complicating the matter, when ROI data is applied, it is unclear how the ROI figure really relates back to optimizing the business goal. What are the implications of an ROI when comparing different marketing channels such as an e-mail program and a television campaign? Does it make any sense to compare the two? TV and e-mail marketing programs have different objectives – does comparing ROI’s make any sense?
This Webinar will open the door to the advances in marketing accountability analysis and processes that are defining “best practice.”
Working across a range of marketers has provided a unique perspective on how to best solve for the complexities of marketing. This session will provide tools, remarkably straight forward tools, and techniques that you can apply to evolve your marketing measurement and ROI process to raise your game to the next level.
Upcoming Class Schedule
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| There are no classes scheduled for this course. | |