Exploring better ways to allocate your marketing budget and make friends in the finance team

You have made a shift from managing one channel to managing multiple channels and now wonder how to allocate budgets. You know there are risks making decisions on last-click attribution – how to mitigate them? Media buyers challenged your approach of measuring facebook ads via google analytics last-click attribution. Instead, they started using facebook’s conversion data. How to align the team managing different channels? How to evaluate channels in apples to apples comparison? The finance team challenged current profitability levels of paid media investments and asked to get back with a model of what happens if we increase/decrease investments?

Does that sound familiar to you? In this session, we will explore ways to set expectations on profitability targets and align them with the finance team. We will move from measuring averages to the last EUR spend. We will tackle incrementality based on methods available to all advertisers. And explore the journey towards better budget allocation.