Guy Powell of ProRelevant is famous for winning a large bet with an airline executive that every aspect of the effectiveness of marketing could be measured quantitatively. Guy won his $5 because he never claimed it could be measured for free. But he makes a critical point that the return on investment of allocating some of your marketing budget to measuring its effectiveness is astronomical. In this episode of the Best Kept Secret Guy shares the 4 steps to implement a marketing effectiveness program and why any CMO who wants to keep their job needs to put this front and center of a company's marketing efforts.

Show highlights

03:13 The challenge to taking a data driven approach to marketing effectiveness

04:43 You can measure anything you do in marketing if you're willing to spend the time and money

06:59 How to measure the effectiveness of your marketing

10:58 The explosion of data requires sophisticated analytical methods including machine learning and artificial intelligence

11:55 The return on investment from marketing effectiveness studies can be phenomenal

15:30 Avoiding the embarrassment of failing in full view of the public

17:23 4 steps to implement a marketing effectiveness program

21:16 Learn about Guy. Email Guy at gpowell@prorelevant.com.

Connect with Jay

Email Jay at jay.kingley@centricityb2b.com

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