Measuring the full impact of your omnichannel marketing spend is hard enough without having to worry about the cross-team inconsistencies in formulas and formats that can make the data even murkier. If you want to get a better understanding of how your commerce marketing programs are driving sales, and how those results stack up against your trade and advertising activity, consider a new approach to the practice of marketing mix modeling.
In this panel discussion, we’ll cover how more detailed, highly transparent upfront planning is critical to developing the clear window into past shopper performance that will open the door to stronger future success.
- Why properly measuring shopper marketing is important.
- How we do it successfully.
- Why we need it for planning and future business.