Getting more out of your business metrics across multiple geographies

Karl Weaver and Matt Stockbridge

Being able to put a finger on the variables that make the biggest difference to the success of a company gives a feeling of security, and is also critical to making informed decisions about marketing spend – especially in recessions when marketers are under pressure to do more with less.
In this presentation Karl Weaver from Data2Decisions and Matt Stockbridge from Kraft look at how to measure the overall return of marketing spend as well as isolate the ROI of specific marketing mix elements across multiple territories and regions. Applying the principles related, it is also shown how making knowledge generated across markets works in practice, drawing on examples from Data2Decisions' international client base including Reckitt Benckiser and Kraft....

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