
David Mogensen, VP of Marketing at Uber: Not Embarrassed to Sell
Building Better CMOs and Marketing Leaders
Navigating Measurement and Analytics Challenges in Marketing
The chapter explores the complexities of measuring and analyzing marketing campaigns in the digital landscape, focusing on improving measurement infrastructure and platforms. Insights from the MMA summit on balancing short-term performance and long-term brand building are shared, emphasizing the significant impact of brand investments on lowering customer acquisition costs. The discussion touches on the delicate balance between investing in brand campaigns versus performance marketing, highlighting the importance of informed decision-making based on measurable results and strategic long-term considerations.
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