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As marketers increasingly jump to performance-based strategies, accountability and profitability mean assigning media spend to specific goals. Disciplined cross-channel management allows marketers to coordinate numerous campaign initiatives without losing sight of the when, where and why of success. Turning efficiency and visibility into measurable results requires marketers to identify and capture the relevant metrics, and leverage modern optimization techniques. Whether you’re an in-house communicator or agency staffer, this talk will share case studies and techniques to help you track and measure the effectiveness of your media investment.
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Revenue = Traffic x Conversion x AOV
Metrics > Hypothesis > Experiment > Act
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