Are we using the correct KPIs to fully understand the path to purchase?
In the digital age, understanding the impact that marketing investment has on brand strength is a pressure point for many marketers. Picking the right methodology to fully understand the path-to-purchase is the next challenge.
In addition to Marketing Mix Models which focus on single KPIs that drive sales directly, marketers should be allowing data to tell the full story, and thus examine as many KPIs as required to derive a holistic understanding of the marketing ecosystem.
Jon Webb, Managing Partner at Gain Theory will be addressing this topic on stage at the CoFuture event and taking us through the methodology.
CoFuture, organised by WPP, is Turkey’s first 2-day media and marketing-oriented innovation summit, where close to 40 roster of WPP companies and entrepreneurs working in the field of technology and innovation will be able to meet with different start-ups, share new ideas, solutions and visions for the future of branded communications.
In the Gain Theory session on 6th of April at 11:45, on day 2 (Friday) Jon will explore:
- Understanding the KPIs that are needed to fully unveil the path to purchase
- Measuring marketing – long and short term, across media channels
- Re engineering measurement to understand the impact on brand value
To meet with Jon at the event please email firstname.lastname@example.org.