In the era of inventory, marketing measurement needs to be corrected

方军

Domestic digital platforms are trying new measurement methods, hoping to help brands prove the positive impact of short-term effects on long-term sales. This reflects that in the era of stocks, if brands want to balance investment and strategy to achieve the ultimate goal - sales, they need to choose a more comprehensive measurement method in order to make correct decisions.

This article is selected from Spotlight China Focus - "Effect is King: The Benchmark Road for Chinese Marketers to Track the Cost Effectiveness of Channels" .

Today, let's talk about marketing metrics.

Let me first talk about why measurement affects corporate strategy and culture.

Marketing measurement is so important. The author believes that first of all, it has its tool attributes, that is, our management and financial colleagues need to use measurement to evaluate the effect of marketing expenses, and then marketers need to use measurement indicators for daily review/planning/ Operations, and more importantly, the selection and...

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