Business Leaders Need New Insights to Maximize Their Marketing Mix and Increase Return on Ad Spend (ROAS).
As business owners review their marketing budgets, they will, at some point, question which combination of specific marketing investments influence their company’s target audience to increase sales. Sales attribution projects have the potential to create media efficiencies and conversion gains.
Progressive business leaders want to know their Return on Ad Spend (ROAS): the amount of revenue a company receives for every dollar spent on an advertising channel.
In larger companies, the Chief Marketing Officer (CMO) or Marketing Manager will normally field these questions and will be required to present attribution reports which show the influence of each marketing channel on sales. In smaller companies, the business owner will often wear multiple hats including Marketing Manager, Creative Director, Video Producer, Website Administrator, and have no training on how to determine sales influence or attribution.
Large and small companies are equally challenged in their ability to measure the ROAS of their marketing investments to increase sales. Readers will likely be able to list cases where marketing investments failed and others that the business “thought” worked, but you are not sure.
I have some great news. In this book, I will review strategies, technologies, and metrics that will help business owners of all sizes to better identify the marketing investments which are helping their company reach their business goals.