Fuzzy correlation

By Tom Fishburne via tomfishburne.com   Article

Marketing seat at the table

“Around the executive table, marketing has traditionally had the hardest time proving their value. The correlation between marketing investment and revenue impact has often been fuzzy.

This is particularly true for consumer marketing. When a shopper picks up a particular bottle of shampoo in the grocery aisle, how much of that decision was influenced by marketing? How much of that decision related to years of brand investment, how much to the latest ad, how much to the recent packaging redesign, how much to the placement on shelf, how much to the in-store sales promotion? There are a lot of factors that go into any purchase. How much related to a brand-building message, and how much direct-response? Which tactics should get the credit, and therefore more investment in the future?

Even with online transactions, it can be fuzzy. Credit has often been attributed to the last ad a customer clicked on or the last keyword searched rather than all of the activities that may have played a part.”

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