Increase Return on Marketing Investments by Measuring the Previously Unmeasurable
Stephanie Bauer MarshallVerizon Wireless
Abstract
When you connect people, places and things based on timely, observable behavioral insights, you can turn previously hard-to-measure areas—such as out-of-home media, sponsorships, actual audience behaviors and responses— into insights that can help drive a positive marketing return on investment (MROI).
Introduction
Marketers are increasingly held accountable for providing a measurable MROI. Tangible key performance indicators (KPIs) are the new norm. Traditional research methods are limited in uncovering audiences' exhibited behaviors, as well as clearly linking marketing efforts to actual audience responses. These limitations...