The economic challenges have increased the importance of measuring the efficacy of the media. CMOs can now show the value of media and ROI to CFOs.
Media Effectiveness Measurement
Having a measurement director who is in charge of the entire customer journey is essential first steps. A clear key performance indicator and metric structure take into account both success and branding objectives.
Develop a learning atmosphere and a routine of testing just those strategies that have been shown to be successful, and you’ll be able to build a cycle of learning, improvement, and testing.
The media effectiveness guide is useful for both educating CFOs on the value of media and branding. And for helping CMOs organize their own media effectiveness activities.
You can download a copy of the guide from here.