Wednesday 23rd May, 2012
11:15am to 11:45am
Amidst a slew of data from new digital tools, marketers find it harder than ever to understand "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal "digital ROI" answer, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
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