Mastering Marketing ROI in 2025: A Session with Measurement Leaders Tom Leonard & Ted Coxworth
Автор: Tap In Digital
Загружено: 2025-08-12
Просмотров: 34
Описание: In this conversation, Tom Leonard discusses the evolution of performance marketing, emphasizing the importance of moving beyond last-click attribution to more holistic measurement techniques. He highlights the perils of focusing solely on last-click metrics, which can lead to stalling growth and misallocation of marketing budgets. Tom advocates for incrementality testing and media mix modeling as essential tools for understanding the true impact of marketing efforts. He also addresses the cultural challenges organizations face when implementing testing and measurement strategies, stressing the need for a shift in mindset to embrace experimentation and data-driven decision-making. The conversation concludes with insights on the future of marketing measurement and the importance of building in-house capabilities to effectively run tests and interpret results.
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