Which Half of My Digital Marketing Is Working?
722 views · Published 1 May 2012 · 6:20 · Indexed 25 October 2026
Channel: Columbia Business School · 2012 · People & Blogs
At the BRITE '12 conference, David Rogers, Executive Director of BRITE, talks about how successful marketers find it hard to know "which half of my marketing is working?" -- or how to explain to the CFO where they should next invest in digital and why. He notes that marketers need to think strategically about their own customers' path to purchase and create a model that links audience, engagement, and financial impact to their key business objectives. The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School. For more information, visit http://www.briteconference.com or http://www.globalbrands.org.
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