Mike Menkes
Opinion
25 January 2024
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This is an edited transcript of the conversation between Ann Marie Kerwin and Mike Menkes. Listen to the episode here
Opinion
25 January 2024
•
Marketers can get caught in a trap of chasing efficiency at the expense of effectiveness. Effectiveness is producing a desired outcome, while efficiency is achieving the desired outcome with the least amount of effort or waste. Efficiency is one element of effectiveness and usually refers to cost-effectiveness. Marketing effectiveness is proof that a campaign met its upfront agreed-upon objectives, and delivered business value. Here, Mike Menkes, SVP, Analytic Partners, explains how organizations can measure and prove how and where their marketing works.
