Businesses that build their sales through public outreach (advertising, PR, direct mail, digital, trade events) have long sought to quantify the effectiveness of their expenditures. For decades, the marketers used a “swim lane measurement” philosophy whereby each channel’s efforts were measured in isolation. This simplistic view of marketing resulted in each channel’s results usually being vastly over and under represented.
The IABC St. Louis guest speaker for November, Ross Toohey, shared his view that marketers’ goal should be to measure the synergy of all outreach efforts and not the individual program effects. Ross is CEO and President of 2E Creative, a St. Louis agency that works with clients to answer the What, How and Why of their clients.
He shared with the St. Louis gathering his three-step process to leverage the “Big Data” that abounds in every organization into meaningful communications plan: Centralize, Analyze, Optimize.
A big thanks to Ross Toohey and 2E Creative!