Marketing Effectiveness

ConcentricMarketing Effectiveness

Take the Guesswork Out of Optimizing Your Marketing Strategy

For many organizations, creating the optimal marketing strategy is a daunting task. The sheer number of options available—media channels, product options, pricing decisions, competitor action—as well as the impact of word-of-mouth make it difficult to determine which decisions will have the most impact. Today, best practices...

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Deeper into the Attribution Stack

From Optimization to Strategy: Deeper into the Attribution Stack

Sales attribution is a common diagnostic used in evaluating marketing effectiveness.  This involves decomposing a brand’s sales into “Base” and “Media” components. Media is often further divided to attribute sales by distinct touchpoints.  The result can be visualized as a stacked attribution chart as follows: