Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth.
As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.
Abby’s guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health.
In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn’t choose a KPI you don’t know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers
