Measure Up How to Cut 40% of Ad Spend and NOT Lose Revenue with Ben Dutter
Aug 17, 2023
Ben Dutter, Senior Vice President of Strategy at Power Digital, boasts over a decade of media experience and a knack for smart marketing metrics. He shares a jaw-dropping story of saving a client $6 million in wasted ad spend while holding revenue steady. Discover the intricacies of multi-touch attribution and learn about his innovative BEATS framework for measurement. Ben emphasizes the importance of creative ad performance and structured experiments in navigating the complexities of marketing metrics. Stick around for a special opportunity at the end!
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Multiple Measurement Methods
- Marketers face challenges from privacy changes and must adapt how they measure performance.
- There's no single perfect tool for measuring marketing; multiple methods are necessary.
MTA's Decline and Alternatives
- Multi-touch attribution (MTA) has declined, and marketers are reconsidering its role.
- Alternative measurement methods like marketing mix modeling (MMM) and testing are gaining traction.
BEATS Framework
- Prioritize business goals, experiments, analyses, technology, and surveys (BEATS).
- Align lower-level metrics with higher-level business objectives, discarding conflicting data.