Latest Advances in Optimizing the Impact of Marketing
Mike Eichorst, Former SVP, Citibank
CMO’s everywhere are under dramatically increasing pressure to prove the value of the dollars spent on Marketing and Advertising, and also demonstrate that they really know how to maximize the business returns on those investments. The good news is that new Analytic Tools can allow them to: 1) “Know What Works” at both a macro and micro level, 2) Make continuous Improvements in when and how they invest in media, and most importantly, 3) Get support in the executive suite for INCREASED INVESTMENT in Marketing and Advertising. In this talk I will describe how Citibank crossed that chasm using Analytics and how you can help your CMO’s do the same.
Message to CMO’S EVERYWHERE: You Can Significantly Increase Your Impact on the Business. Message to CEO’s: Invest In Marketing based On Fact, Not Faith.