CMO Summit | May 17, 2016 | New York, NY, USA

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Demonstrating Marketing ROI

Think Tank - 3:10 pm - 3:40 pm

Marketing has never been more complex and, as a result of the push into digital marketing, the opportunity to invest in different campaigns has never been broader. With so many campaigns, and with the possibility of them overlapping, proving the efficacy and impact of individual campaigns on overall success can be incredibly complicated. To be able to demonstrate campaign ROI, CMOs need to invest in a data and analytics capability that allows for control of all variables while keeping focus clearly on improvements to the bottom line. 

Takeaways: 

  • ROI is about balancing the revenue earned against campaign cost; this fact must be kept in mind 
  • Investment in analytics capability is key to understanding campaign impact and relevance 
  • You need to establish an attribution strategy up front and stick with it if analytics cannot assign revenue to one campaign or the other

Presented by:

Aetna

Lauren Vargas, Head of Marketing Technology & Operations, Aetna View details