Accelerate your growth with faster, more cost effective MMM: How to grow when faced with budget cuts

How to grow when faced with budget cuts - when marketing investment comes under pressure, effective measurement is your best friend

The current economic headwinds are of course putting pressure on most businesses’ P&Ls. 

In this session we’ll give you some advice on how to approach internal “budget cut” conversations. It will take you through some case studies that will outline how you can work with your finance team to adopt a robust and scientific approach to marketing measurement and testing. The session will also explain, if your internal dynamics allow it, how you can also put forward the case for introducing new channels into your media mix to drive profitable growth. 

Proving and improving marketing investment as a growth driver rather than a cost is something we help our clients with regularly. It is also something that the team with its extensive client-side experience have a lot of first-hand experience of too.

Programme 

•    a framework to help you optimise your budget when there is internal pressure for budget cuts.
•    how to adopt a scientific approach to testing. Also for businesses that are reliant on lower funnel media how you can introduce additional media like video, radio and TV
•    a step-by-step approach that will allow you to profitably move up the sales funnel to significantly increase demand for your brand.
•    explain how the latest econometric techniques can provide you with a significantly cheaper and quicker way of holistically measuring the impact of your media mix and the new channels you introduce as part of your testing plan.

Who is the session aimed at:
This session is relevant for all marketing leaders with responsibility for media investment.  The case studies will focus on organisations with a focus on driving growth through digital commerce. 

What will members gain by attending:
•    This session is designed to help you partner with your finance team and prove and improve the value of your marketing investments. 
•    It will also show brands that historically haven’t been able to afford to robustly measure their marketing investments with econometrics / mmm how using the latest methodologies they can at a fraction of the price of “traditional econometrics” methodologies.

Speakers

Alex Tait and Andy Bellis,  Entropy 

Alex is the former Media & Marketing Services Director at Unilever and has also worked client-side in varied senior digital and eCommerce leadership roles including at American Express and Kellogg’s.

Andy has extensive analytics and MMM experience. Before joining Entropy he was Mindshare’s Global Director of Performance Analytics.