What Gets Measured
Measuring Marketing Effectiveness
Dec 12, 2023
Michael Kaminsky, effectiveness aficionado and Recast founder, discusses balancing efficiency and effectiveness in marketing, clarifying their definitions, challenges of measuring marketing effectiveness, embracing older methodologies like experimentation, moving away from last touch attribution, and the importance of using multiple tools for measuring marketing effectiveness
35:31
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Quick takeaways
- Maximizing marketing impact requires a holistic measurement methodology and considering upper funnel channels.
- Breaking free from last touch attribution and embracing omni-channel approach unlocks growth and better insights into marketing effectiveness.
Deep dives
The importance of holistic measurement methodology
Focusing solely on easily trackable digital channels can limit spending potential on more upper funnel channels. To maximize marketing impact, a good holistic measurement methodology is crucial.
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