Traditional optimization – based around maximizing a volume metric within a fixed budget – prevents marketers from fully realizing their marketing plans. Rather than allowing for a balanced approach, it drives to a KPI that does not necessarily reflect the full customer journey. Break free from the false sense of security that ROI and ROAS lure marketers into. Learn how to drive around one single orienting KPI – profit – which frees marketers to develop strategies to drive consumers to sales.
After this session, you’ll be able to:

  • Identify what stage of maturity your marketing organization is in, and how close you are to profit-driven marketing.
  • Develop strategic goals to drive your next steps towards a mature, profit-driven marketing organization
  • Plan and implement key tactics at each phase of maturity