In the era of product marketing, how can measurement help budget allocation and promote brand growth?

张栩

When business is not doing well, brands need to find a marketing measurement method that suits them to find a reasonable basis for budget allocation between different media and activities, so that the brand can better carry out refined operations and achieve the goal of growth.

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

As a subject of marketing science, measurement is receiving more and more attention from brands. Usually, when the economic environment is good, everyone’s business is easier to do, and the demand for refined operations and measurement is not so great. Since last year, the overall economic growth has slowed down, the Internet dividend has basically faded, and brand growth has become particularly difficult. Although the prevention and control of the epidemic has been...

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