Often marketers spend time measuring and reporting on things that don’t translate well in the boardroom.
Here are the metrics that matter that will earn you credibility at a senior level.
Measure and report on these.
If you have not formally studied marketing in the last 5 years this is for you.
A super example of what is known as ‘a marketing case study in years to come’. Tesco helps Aldi to gain brand salience.
Here I examine the validity of Excess Share of Voice (ESOV) for marketing planning and look at a range of new information in this area.
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