Today consumers are receiving marketing messages through a variety of marketing channels, and many marketing executives are trying to understand the effectiveness of these channels vs. their costs, and which channels are driving response and revenue.
In this case study you will see how this client dealt with the rising costs of media by shifting to online channels as a more affordable method, and the surprising effect this decision had on its business. The approach iKnowtion took to help this company understand the changing effectiveness of various media, and the impact these trends had on the customers acquired included an:
- Assessment of the business impact of the changes to the media budget
- Analysis of the dynamics of lead generation and conversion
- Examination of the relative importance of each media in the mix