Phil Gibson - Marketing | Building Brand Experience
Phil Gibson - Marketing | Building Brand Experience

Strategic Metrics

This is always the one that the senior executives ask and it is one of the reasons that Google is so successful today.  How can I measure advertising investments?  How do I know that there is a return so I can compare this investment relative to my other opportunities?


Tying investments back to the growth of strategic directions is critical for your perceived success.  Find ways to measure your brand equity and it's affect on decision making by your customers.


 You will need to spend a lot of effort on this reporting of progress in the early days to satisfy your stakeholders and prove yourself.  This requirement will fade as you show success and build credibility. 


This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.


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