O'Reilly logo

Paid, Owned, Earned by Nick Burcher

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter Ten

Measurement

Calculating the value of marketing

Frank Davidson, Strategic Resources VP at ZenithOptimedia in Boston, argues that the value of any marketing effort is essentially a function of three elements:

1  the change in the number of people with an interest in the company’s products;

2  the change in the amount of money these people would ultimately spend with the company if they were to make a purchase;

3  the change in the likelihood of these people purchasing (or similar, eg subscribing, contracting with, etc).

He notes that, ‘Ideally, these factors need to be accounted for over time – for example, a brand campaign doesn’t necessarily increase immediate sales, but over time sales should increase as the awareness and affinity ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required