Last week at the IIR’s The Marketing Research Event, I was asked a question about marketing effectiveness and ROI that I’ve heard many times over the years:
What works best?
Unfortunately the short answer is:
But now for the long answer…
Over the years, I’ve had the good fortune to review hundreds to thousands of marketing accountability projects (aka Marketing Mix Models, ROI analyses, ad effectiveness, price elasticity, CRM, attribution modeling, etc.) across almost every imaginable major brand and numerous marketing strategies. Just as Einstein may have been inspired by his work as a clerk at the patent office and getting a bird’s eye view of the latest stream of new ideas in a way others could not, in an equally impressive way (just kidding), here are the linkages I’ve noticed on effective marketing.
The Top 10 Marketing Tactics