Overview

Measuring the impact of marketing and identifying ways to improve the ROI of marketing spending has never been easy. With organizations intensifying their focus on marketing accountability, there is increased pressure on CMOs to identify robust techniques to demonstrate marketing effectiveness.

In this iQuanti Webinar in partnership with Search Engine Journal, Shaubhik Ray (Sr. Director, Analytics) provides insights on measuring and optimizing cross-channel marketing effectiveness.

Shaubhik discusses various measurement techniques, the pros and cons of each, and a framework to select the right measurement technique for a business.

Key Takeaways

• The continued focus on privacy is leading to changes in the measurement landscape
• Developing a structured approach to identifying Marketing KPIs is a key to measuring business success
• Consider factors such as the availability of data and skilled resources while selecting the right measurement technique
• Considering the business objective and customer journeys is pivotal to measuring marketing effectiveness