TWiG 237: LiveOps Deconstruction - How do Candy Crush & Royal Match Keep it Fresh? LiveOps Marketing with Celebrities - is there ROI?
Deconstructor of Fun
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How to Measure ROI for Brands
Marketers need to be accountable to down funnel KPIs, we need to know if the benefits of these campaigns outweigh the costs. There are ways to measure brand spend and Eric Siefer has made this point quite a bit. You can use quasi experimental econometric methods to measure this. And I don't think it's looking good for brand marketers right now.
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