Marketing Effectiveness—Balancing the Short Term and Long Term
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.
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