How to Measure and Optimize Marketing Effectiveness
According to Forrester, 71% of executives indicate that demonstrating the value of marketing to the CEO, CFO, and the board will be very—or extremely—challenging during the year ahead. As the pandemic flattens marketing budgets, the pressure for more efficient and measurable marketing will demand greater collaboration between the CMO and analytics teams. Unfortunately, the challenge of proving marketing value is getting harder, not easier. We discuss many of the methods and tools for measuring marketing effectiveness in 2022, including pipeline analysis, research-based approaches, MMM, and MTA. We also focus on several thorny problems, including upper funnel “System 1” measurement, the impact of privacy restrictions on digital attribution, measuring earned media, and choosing advertising investments in a low-supply environment.
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As Chief Analytics Officer, Andy Hasselwander leads the marketing data and analytics functions at MarketBridge, joining the firm (for the second time) in 2018. Andy brings 20+ years of marketing strategy, data science, and software development experience to the firm. He pioneered methodologies across attribution, insights, and optimization, and built the firm’s original marketing data warehouse. Andy has lead over 50 engagements with Fortune 500 clients across technology, financial services, life sciences, and consumer, and recruited, developed, and managed the world-class MarketBridge analytics team.