Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth
In this episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to three marketers who are tackling the challenge of measuring marketing effectiveness: Which? head of marketing Simon Crane; and Jo Lyall and Andy Goodwin, UK CEO and head of search respectively at the consumer protection brand's digital agency, Brainlabs. They delve into the challenges that Which? and Brainlabs have faced in measuring marketing outcomes and driving sustainable business growth, in order to further the brand's consumer-championing agenda, including: - How organisations can benchmark performance in the midst of a highly unusual period - How the language used to frame measurement can help organisations align internally around objectives - Why linking marketing activity to business growth poses a perennial challenge for marketers.