Executives want short, credible, actionable information. How to report marketing results and use newsletters and summaries to keep senior buyers informed.
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23 articlesROMI & Attribution
Marketing is judged in revenue. This section covers ROMI, attribution, holdout testing and the art of reporting results to people who have five minutes to read them.
Casino loyalty programmes offer one of the clearest real-world examples of measuring marketing return, and we use them as a case study.
Revenue performance management asked marketers to tie programmes to revenue. How to connect demand generation inputs to revenue outputs with ROMI and attribution.
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