Marketing Effectiveness—Balancing the Short Term and Long Term

Mon, 20 Apr 2009 00:00:00 -0400
Event Recaps

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.