O'Reilly logo

Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

07WHAT IT’S WORTH

images

images

INTRODUCTION

In a perfect world, we’d all have an infinite amount of money to spend on things such as innovation, marketing, and connecting with customers. Instead, we’re faced with budgets and hard choices on how to spend them. Marketers may have hundreds of ideas but the resources to do only a fraction of them. So which ones do we choose? How do we know we’re making the smartest decisions?

The answer is a process known as relative-value modeling. It involves figuring out the potential impact of activities before we do them. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required