How to create a culture of marketing effectiveness [Video]
The Marketing Week team has published a video on ‘How to create a culture of marketing effectiveness’ featuring Mark Ritson.
Marketing Week team says, “Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse, but risk “picking the fruit without watering the plant” as Marketing Week columnist Mark Ritson puts it. In this video, hear from brands including Barclaycard, Direct Line and Hiscox on the measurements that matter and the often hidden value of long-term marketing spend”.
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