Measuring Marketing Value Creation

Digital Value Creation

My interview with Thomas Rasmussen, who's operating at the intersection of marketing and finance. We talk about how to attribute value creation to marketing strategies and whether digital marketing truly outperforms traditional marketing techniques.
We cover the relationship between the CMO and the CFO, exploring traditional and digital media. Also how strategies that are measurable are not necessarily the most effective.
How does the CMO actually answer the question from the CFO, "What happens if I take half of your budget?" What strategies would the CMO sacrifice to still hit the pipeline goals?
Thomas explores the range of activities in marketing from branding to activation and argues that all marketing pillars contribute to the final customer engagement. Digital marketers sometimes argue that because digital strategies create more data and are more measurable therefore they are clearly more effective. Thomas argues that such a focus on activation ignores all the research on branding and traditional marketing channels like TV on influencing customer choice.