In 1948, Prof. James Culliton published an article called, The Management of Marketing Costs, in which Culliton describes marketers as 'mixers of ingredients.' Fast forward to today, and the fundamental premise of marketers being mixers of ingredients remains the same, but the number of ingredients has tremendously increased due to media and channel fragmentation.
So, how can CGs find the right mix of digital, promotions, TV and pricing, to optimize revenue and brand equity? Especially in today's digital and socially connected world, where continuity has become more critical than campaigns, and where consumer connections are non-stop? These are just some of the questions that will be explored in this upcoming discussion, featuring the expertise of panelists from a CG brand, media, and data & analytics. Attendees will learn:
- How today's marketing attribution tools need to evolve to meet the community's demand for faster and cheaper solutions and tools.
- How do you upgrade marketing attribution models to measure marketing activity as CG's evolve from campaigns to continuous marketing activity?
- What are the best practices for "do-it-yourself" marketing attribution models?
Join the live session and bring your questions as we find the right mix for CG brands to master the art of optimizing commercial marketing in today's digital and socially connected world.