Improving Marketing Effectiness, a Case Study

How effective is your marketing and how can it be improved? The findings in this report can help answer both of these questions.

In the past, measuring the marketing function has presented several challenges. First, the evaluation of marketing can be highly subjective. How do we score effectiveness when even several marketing executives often find it hard to agree on the copy of just one ad? To get past this hurdle, we skipped the “middleman” and went straight to the source: the customer. After all, who better to evaluate marketing effectiveness than the very people the marketing is being aimed at? In short, we surveyed potential customers and asked them to score the effectiveness of the marketing that targets them.