Many CMOs struggle to justify upper funnel advertising, as brand health is difficult to link with direct response performance. This session covers detailed, proven methods for measuring both short- and long-term brand impacts on revenue growth, as well as approaches to integrate these methods into more traditional, linear marketing measurement tactics.
Listen in as Andy Hasselwander covers how to…
Measure upper-funnel investment impact using time series-based brand health metrics
Put brand, mid-funnel, and demand generation tactics on a level playing field
Measure the stickiness of brand metrics over time
WATCH IT ON-DEMAND
Andy Hasselwander is the CAO (Chief Analytics Officer) for MarketBridge where he leads the marketing data and analytics functions. Andy has more than two decades of marketing strategy, data science, and software development experience.
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