How to Measure ROI from Event Marketing

TLDR: Event Marketing can be a highly profitable investment. I describe a method to measure event ROI based on Customer Lifetime Value and Customer Buyer Journey State Transitions. The Framework I present a simple and elegant way to measure ROI from Event Marketing by using the following simple framework: Customer Buying Journey [from McKinsey]: Customer […]

How to Optimize Digital Marketing Spend

In digital marketing, larger portions of the budget are often allocated to marketing channels that produce the most revenue. There are a couple of concepts to keep in mind while optimizing marketing spend to obtain greater revenue. Attributed Revenue vs. True Revenue Most digital marketing organizations use an attribution algorithm or simple rules (last touch, […]