My friend gives you a roadmap to measuring your ad spend. This is a great way to start 2015!
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This post originally appeared in the September 2014 issue of Casino Journal.
As advertisers you’ve likely seen this famous quote more times than you can count, and as such, it probably makes you cringe. It should, because like all marketing efforts, if you don’t know what you’re measuring, you can never defend the use of resources. Yet, as more and more channels of communication become digital and measurable, the pressure is on to determine how effective your advertising spend is.
Historically, we have relied on our media buyers to guide us in ratings, frequency, reach and GRPs. These are all great measurements of efficiency, but what good is an efficient buy if it’s not effective? In today’s challenging gaming markets, it’s more important than ever to use all your resources…
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