Marketing That Matters: How automation helps Uswitch succeed amid 'cut-throat' competition
The Marketing Week Podcast
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What's Your Next Frontier?
We're taking a bit of, iwould callt a three step approach, asort of triangulated approach, towards measuring media effectiveness and marketing spend effectiveness. So we very much use attribution models like last click to manage our accounts in the day to day and at a campaign level. We'll do hold out testing, usually geographically, but if we can identify a consumer audience based on some trait, then we'll do that on a geographic basis. It is not necessarily a fully true representation of the return on investment we're getting from the money that louis and team are investing.
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