Case Study

Case Study: Advanced Measurement Transforms Marketing

Learn How Measurement Leaders ANZ Bank And The Estée Lauder Companies Drive Higher Returns On Marketing Investment

August 16th, 2018
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Brigitte Majewski , Caitlin Wall , Peggy Dostie

Summary

Understanding marketing effectiveness is getting harder. Consumers interact using online, offline, and mobile touchpoints — and archaic, last-touch measurement can't capture the effectiveness of the entire marketing mix. Sophisticated B2C marketers must embrace statistically driven measurement for better accuracy and planning. This case study examines how ANZ Bank and The Estée Lauder Companies use advanced marketing measurement to make smarter investments and improve overall marketing strategies.

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