Marketing that puts your customer at the heart of your marketing strategy relies on a wealth of channels working efficiently together. Easier said than done.
Optimising each channel in the marketing mix over time needs constant fine tuning. The holy grail is getting a reliable approach to marketing measurement that attributes sales to the right channels. Measures that you are confident in will help you make the right decisions at the right time to change your marketing spend across the channels. Incrementality testing is key to understanding the value of each channel.
Channel attribution isn’t easy so the challenge of marketing measurement and the value of incrementality testing will be the focus of our next multi channel retail leader discussion.