Problem Solving › Marketing
Metà del budget va su un canale che non sai misurare · Marketing · Beginner
45% of the marketing budget goes to industry event sponsorships: it is company tradition, the CEO personally cares, and sales swears relationships are born there. Attribution, however, is nearly impossible: leads come in months later through other channels and nobody tracks first touch. The new CFO asks you to prove the return or move the budget to digital, where every euro is measurable. You suspect events actually work, but cannot prove it. How do you get out of the corner?
Il 45% del budget marketing va in sponsorizzazioni di eventi di settore: è la tradizione dell'azienda, il CEO ci tiene personalmente e il commerciale giura che le relazioni nascono lì. L'attribuzione però è quasi impossibile: i lead entrano mesi dopo per altre vie e nessuno traccia il primo contatto. Il nuovo CFO ti chiede di dimostrare il ritorno o spostare il budget sul digitale, dove ogni euro è misurabile. Tu sospetti che gli eventi funzionino davvero, ma non puoi provarlo. Come esci dall'angolo?
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