In today’s competitive marketing landscape, striking the perfect balance between upper and lower-funnel tactics is essential. Many businesses over-invest in down-funnel tactics, like paid search and affiliate marketing, due to their last-touch measurability. However, neglecting upper funnel strategies can hinder long-term success.
We discuss the best way to measure the effectiveness of upper funnel tactics via econometric approaches like MMM (marketing mix modeling) and show that although long-run effects of brand investment take time to show up, produce long-term impact. By right-sizing the funnel and considering long-term brand effects, marketers can build a robust, balanced marketing strategy that drives sustained growth.
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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.