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ClientSummit2010_MediaMixWorkshop

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Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.

Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.

Published in: Business, Career

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  • Build a supermodel
  • Clock is ticking for everything shifting digital.
  • Transcript

    • 1. marketing
      value
    • 2. underpants
    • 3.
    • 4. marketing
    • 5. my customer
    • 6. How Social is Driving the Evolution of CRM
      5
      ice cream
    • 7. aka
      fragmentation
    • 8. marketing decisions are hard
    • 9. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
    • 10. there’s an easy answer…
    • 11. riiiight…
    • 12. Mea culpaWhy?How?Pitfalls?
    • 13. 12
      digital infallibility
    • 14. silver bullets
    • 15.
    • 16. alignment
    • 17. innovate
    • 18. just
      stop
    • 19. how?
    • 20. build asupermodel
    • 21. Actual Sales
      Sales
      Time
    • 22. Actual Sales
      Calculated Sales (Model)
      Sales
      Time
      digital media +
    • 23. Actual Sales
      Calculated Sales (Model)
      Sales
      Time
      traditional media +
    • 24. Actual Sales
      Calculated Sales (Model)
      Sales
      Time
      competitors media +
    • 25. Actual Sales
      Calculated Sales (Model)
      Sales
      Time
      economy = supermodel
    • 26. Actual Sales
      Calculated Sales (Model)
      Crash
      Sales
      Time
      the supermodel
    • 27. 26
      power in symbols
    • 28. How Social is Driving the Evolution of CRM
      27
      betting on hockey
    • 29. waterfall
    • 30.
    • 31. pitfalls?
    • 32. How Social is Driving the Evolution of CRM
      31
      you need a plan
    • 33. office
      politics
    • 34. voodoo math
    • 35. How Social is Driving the Evolution of CRM
      34
      non-linear
    • 36. proliferation
    • 37. propellerhead
    • 38. How Social is Driving the Evolution of CRM
      37
    • 39.
    • 40. Complex problemSophisticated models to find power in the numbersEducate yourself on the detailsStart with a business plan in mindBuild an internal coalitionSet up tests to validate
    • 41. discussion