Marketing Effectiveness—Balancing the Short Term and Long Term

April 20, 2009

Eve Reiter and Eddie Hill of American Express described how their company measures the effectiveness of its marketing programs and balances long-term branding with ongoing customer engagement and loyalty initiatives. They explained how this is managed over cross-functional teams to align on key metrics of success and presented three case studies, which focused on a brand-building campaign, the small-business Plum Card introduction, and a social advocacy program.