As marketers, we have two main responsibilities: allocate budget as effectively as possible and create the most relevant experiences for our customers. Understanding the impact of our marketing efforts helps determine which tactics we continue to employ, where we allocate future budget, and how we can make customers’ interactions with our brands better. While most marketers have some idea of which investments are driving sales, it’s difficult to attribute the channel or partner that directly contributed to sales revenue.
Recently, our director of marketing, Brad Messinger, co-presented an American Marketing Association webinar with Todd Crawford of Impact Radius on understanding incremental sales and return on advertising spend.
The duo shared strategies and tips for identifying metrics and technologies to help determine which media partners are contributing to incremental sales, using a standard set of metrics to analyze performance, and adjusting your media investments and compensation model for those partners that are truly driving incremental growth.
View the webinar on demand: Deep Dive into the Customer Journey: Understanding Incremental Sales and Return on Advertising Spend.
If you have additional questions on incremental sales and return on advertising spend, reach out to Rise.