TROI

Date of publication: June 3, 2007

Catalogue: WM3 2007

Companies: Ogilvy, MESH

Abstract:

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new holistic approach can bring to them in delivering a rich understanding of how consumers interact with multiple brand touchpoints, together with ROI measures designed to drive the business.

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