David Clugston
Apr 15, 2011

How to solve a problem like ROI

David Clugston, regional business consultant at R3, goes back to basics in exploring how to measure and understand marketing effectiveness.

R3's David Clugston

 

To start, let’s go back to first principles.

The marketing funnel attempts to represent the consumer’s journey, from marketing activity and brand or product awareness, through to purchase and, hopefully, ongoing loyalty and product advocacy - something like this with credit to Adam Cohen’s blog.

 

The key to understanding marketing effectiveness is to measure the links between each of these...

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