Measurement Strategy: Getting to ‘Best-in-Class’
WHY READ THIS?
Having the right Marketing Effectiveness Strategy will help create the right culture, make the right decisions, avoid wastage and maximise impact.
Focus on what really matters and create strategies that will ensure Marketing Effectiveness becomes an established part of how you do business.
Lead change within the organization by creating the political and emotional fuel required for the journey; adopting a crawl, walk, run approach; and having the right ecosystem in place.
If Marketing is the engine of business growth, the boiler room of decision making requires a ‘best-in-class’ effectiveness strategy.
Many organizations struggle with Marketing Effectiveness. Indeed, many are still trying to figure out which adverts are working; and how marketing in a broader sense, beyond advertising, is helping generate business growth.
This paper has been created by Gain Theory and commissioned by EffWorks, an initiative that champions accountability in marketing and promotes a culture of Marketing Effectiveness from C-Suite, all the way down through organizations.
The purpose of this paper is to generate momentum and direction around Marketing Effectiveness Strategy – to help marketing and insight executives maximise the impact of marketing.
In creating this paper, 40 senior marketing and insight executives from a cross section of leading brands were interviewed, representing a UK advertising spend of more than £7bn.
TO GET THE PAPER CLICK HERE
Watch Jon Webb, Managing Partner at Gain Theory talk about why this matter really matters in today’s marketing world.
Episode 1: Taking Effectiveness Strategy to the Next Level
Episode 2: How should a CMO think about Marketing Effectiveness?
Episode 3: How can we drive business growth through Marketing Effectiveness?
Episode 4: What is the Journey to best-in-class Marketing Effectiveness?