Daily Archives: November 28, 2012

How to Attack Marketing Spend (Part 3)

Our first takeaway: focus on Media Value. Media is often the largest spend in the marketing budget, and the real challenge is to not look at how to reduce the price point of media buys, but how to develop methodologies to measure the value of media specific to the strategic requirements of the brand and business. As we’ll soon explore in more detail, technology and analytics beyond generic spend analysis is key to understanding media value.