Funnel vision: Marketing with an investor mindset
The McKinsey Podcast
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Implementing Commerce Media and Making a Case for Marketing Budgets
This chapter explores the challenges of deploying commerce media for large organizations like Amazon, including the need for technology, upfront engineering work, data connectivity, and data privacy considerations. It also discusses the potential for cross product retailers with various products and shoppers. Additionally, it provides insights on how CMOs can defend against budget cuts by leveraging external data on consumer spending, showcasing the value of marketing through data-driven examples, and proposing a plan to reallocate funds for high-performing channels.
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