Optimizing Marketing Channels in Consumer Businesses - UCLA Talk
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The document discusses optimizing marketing channels in consumer businesses. It outlines paid, owned and earned media channels and emphasizes measuring the return on investment of each channel. It also stresses communicating across channels in a relevant, personalized and engaging way. New digital channels like social media are expanding and companies need metrics to learn which channels are most effective through testing and optimization.
Optimizing Marketing Channels in Consumer Businesses - UCLA Talk
- 1. Optimizing Marketing Channels in Consumer Businesses Sanjay Chatterjee UCLA HTBA Panel Talk, Feb 9, 2013
- 2. Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 3. An expanding digital universe Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 4. Of anytimeanywhere media Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 5. Paid media channels Maintain and Monitor Maximize Return Return on Investment Over N Years Average ROI Disinvest Invest with Care Marginal ROI Additional Value for Next Dollar Spent Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 6. and then some more channels Paid + Owned + Earned Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 7. Communicating in the age of many channels channels X frequency / relevance = Relevant Personalized Engaging Measured ...Metrics, Metrics, Metrics Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 10. learning by doing by learning.. Online advertising optimization Source: Rocketfuel Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013
- 11. Thank You Half of my marketing worksI just dont know which half Sanjay Chatterjee, UCLA HTBA Panel Feb 9, 2013