Measurement Strategy: Getting to ‘Best-in-Class’
WHY READ THIS?
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Having the right Marketing Effectiveness Strategy will help create the right culture, make the right decisions, avoid wastage and maximise impact.
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Focus on what really matters and create strategies that will ensure Marketing Effectiveness becomes an established part of how you do business.
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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?