News & Insights

Marketers today face a staggering number of options when it comes to selecting which marketing channels will comprise their marketing mix. There are an estimated 120+ content delivery and marketing channels right now. As exciting as that may be, it can also lead to marketing paralysis. How can I know which channels will work and which won’t? What will be most cost-effective, and how much budget do I need to allocate to each channel? Which ones will work best together to reach my target audiences?

The wealth of data marketers have access to is rapidly increasing in today’s digital-driven marketing environment. But rather than making it easier to set the key performance indicators (KPIs) that will drive growth and revenue-attainment goals, business leaders are having more trouble developing and achieving the right KPIs, according to an MIT Sloan/Google report. Executives are often torn between different approaches to goal setting. Should KPIs be strategic or tactical? Operational or financial? Broad or focused?