Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Did your campaign make more people look you up?
What happens in it: Watch the idea unfold: a campaign with no clicks to count, the searches before and after, and what the rise shows. In Your call you make the decisions in a real case: Canyon Denim Co. has just wrapped a major national billboard and radio campaign. Mark Davidson, our CMO, wants proof it built real brand awareness, but there were no clicks or codes to track. I suggest looking at how searches for our brand name changed before and after. Then, in the boardroom, you make the case to Mark, the cMO, in three questions.
How it works: five scenes in about 30 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 5 of 5 in the Market position season of the Marketing series.
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