In this complimentary webinar, professors Paul Farris and Raj Venkatesan demonstrate several useful techniques and strategies for understanding how marketing spend drives bottom-line results. Specifically, they show how to pinpoint useful marketing data and ignore the noise, create simple, easy-to-understand metrics that illustrate which marketing spend is most effective, and generally develop a game plan for improving marketing ROI. Professor Venkatesan will also respond to specific questions or thoughts posted in the comment section of this post.
McKinsey: Mobilizing Your C-Suite for Big-Data Analytics
December 1, 2013