Kate Short

Measuring ROI, defining return, and determining attribution is often elusive, simply because it’s so difficult to track. That is why many CFOs believe the marketing budget is discretionary and open to annual cuts. So, how should you tackle your marketing supply chain to ensure that there’s no waste, and your investment is getting the most for the money?
• Identifying qualitative and quantitative media measurement metrics
• Establishing standards across all marketing channels
• Is decoupling really the only way to go?
• Where do the costs sit and how can procurement influence those costs?
• Looking beyond last click