In today’s digital landscape, marketing campaigns have become incredibly sophisticated – and measuring their success takes an equally intelligent approach. However, some businesses are still relying on lagging indicators such as market share to determine if their goals have been met.
Our client was struggling to assess the success of particular marketing campaigns in regards to sales performance, as well as how the individual marketing components were interacting with each other and attributing to the results. As a result, a significant part of the marketing spend was not being optimized, as there weren’t enough valuable insights to learn from after campaign completion.