One of the most critical measures of marketing performance is the return on ad spend (ROAS). ROAS may be high or low for many reasons, among them: the cost of media, the scale of the business and/or the effectiveness of the advertising.
Ad effectiveness may vary due to another set of factors:
• Copy quality and graphics
• Clarity of strategic objective
• Appropriateness of ad placements
• Clarity of ad intention (retargeting or prospecting?)
Ad effectiveness also depends on knowing which media channels—broadcast, digital, owned or earned media—will reach and resonate with the target audiences.
In the ad-buy process, there are a lot of metrics to weigh, and a lot of ways those metrics might be incorrectly interpreted that can counterproductively influence marketers’ decision making.
Join us for a short overview of marketing performance metrics and learn cardinal examples of good and bad interpretation.
• Mark J Garratt – Partner and Co-Founder at in4mation insights
• Naveen Vijayaraghavan – Senior Director, Marketing Insights and Analytics, Chipotle
PLEASE NOTE: This Gathering is open to those who work directly for restaurant or foodservice operations, otherwise known as operators, as well as Gathering sponsors only.