Making Marketing Numbers Make Sense
The Digital Marketing Podcast
How to Measure Cost Per Click
I think maybe the problem is the funnel, because a funnel is always positioned in a certain way. And for some reason, that's never the way we do it. We've got this sort of funnel in our head, want to take people on a journey. No, no one actually really cares about the journey initially. Show them the outcome first. Then they care about the journey. I start with those numbers because they really matter like the bottom line. And then work your way back. It's just a great way of flipping this, I think.
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