From the ad:tech New York session, "Multidimensional Marketing: Cross Media Insights" with Doron Wesly, VP Media Practice, Millward Brown.

A critical focus for today's CEOs, CFOs and CMOs is overcoming the challenge that marketing accountability presents. What is the right marketing mix? Which medium has the greatest ROI? How can you maximize media spend? The good news is that evaluative solutions are readily available that will help them answer these questions. From measuring the contribution of a single medium within the marketing mix to a full, in-depth analysis of all combined media, tools exist to identify opportunities to improve the mix.

Our expert panel will guide you through the process of choosing and designing the right solution for your brand. By measuring all media, you will learn how to: 

• Evaluate overall return on marketing objectives
• Ascertain the role of each media's individual contribution to campaign goals
• Approach the new accountability of cross-media campaigns
• Determine the cost efficiency of each element of the media mix
• Make strategic recommendations about media allocation
• Make tactical intra-media recommendations to maximize the impact of any given media

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Kenneth Cassar, Senior Director and Chief Analyst, Nielsen//NetRatings; Dr. Nita Rollins, Director of Thought Leadership, Resource Interactive; Tom Hespos, President, Underscore Marketing; Matt Coffin, Founder and CEO, LowerMyBills.com

Format: 01:04:00, 25.7 MB, MP3